UNDER ARMOUR: IT COMES FROM BELOW
Role: Art Direction, Creative Concept & Writing
For Under Armour’s SS16 Holiday campaign, we were tasked with finding a visual concept that would bring together footwear from an array of categories – basketball, football, golf, running, and training. It Comes From Below utilizes dramatic and minimal crops of athletes in motion, a simple and consistent shoe angle, and a map of the players play and inner monologue. All of these assets were designed to create a modular suite to play with across retail, digital, and motion while always conjuring the sensation of the will these players have to be the best.
