Like Russell Westbrook.
Like James Harden.
Like DeMar DeRozan.
Like Kung Fu Kenny.
10-4. No Switching Sides.
Like Pioneer Chicken.
Straight from the Library Tower.
The RTD transfer.
And Rakaa Iriscience.
The 405.
The 10.
The 710.
562.
213.
310.
Author: Roel Concepcion
Literary citizen. L.A. native. Writer and explorer.
Under Armour wanted to take a unique approach and celebrate Muhammad Ali’s training philosophy.
My team felt that if we were going to succeed, we needed to challenge perceptions, so we took his famous quotes and remix them to fit social media in 2015.
MY ROLE IN THE PROJECT:
- Creative Director
TITLE:
TYPE:
- Original content.
- Social media focused, short-format videos.
BRIEF:
- Activating an athlete — who is no longer active.
- Build awareness for the Muhammad Ali and Under Armour partnership.
TREATMENT:
- Celebrate Ali’s training philosophy.
- Leverage iconic Ali training video content.
- Infuse modern twist into content to attract new audience in social media platforms.
FINAL CREATIVE:
“Float like a butterfly. Sting like a bee. You can’t hit what your eyes don’t see.” @MuhammadAli #RuleYourselfhttps://t.co/dy8s9JImKs
— Under Armour (@UnderArmour) October 26, 2015
“I done handcuffed lightning and thrown thunder in jail.” @MuhammadAli #RuleYourself #IWILLhttps://t.co/b3nbcD5QtO
— Under Armour (@UnderArmour) November 2, 2015
“Don’t quit. Suffer now and live your life as a champion.” @MuhammadAli #RuleYourself #IWILLhttps://t.co/GqQGaaSyZS
— Under Armour (@UnderArmour) November 23, 2015
“Inspired by Golden State Warriors two-time MVP point guard, Stephen Curry, Under Armour’s five-part video series goes into the heart of the greater Bay Area
to highlight individuals and artists, whose own drive and ambition has transformed The City with their will.”
MY ROLE IN THE PROJECT:
- Creative Director.
- Executive Producer.
TITLE:
- Charged By Belief
TYPE:
- Original content.
- Long format video series.
BRIEF:
- Provide supplemental content for the launch of Curry One signature shoe.
- Ensure content ladders up to overall Curry One campaign tagline of Charged By Belief.
TREATMENT:
- Leverage Charged By Belief campaign positioning and uses its structural elements — belief, will, and pursuit of greatness — to highlight the people from the greater Bay Area and #DUBNATION, providing a lens that coincides with the drop of the Curry One signature shoe.
- Each episode will profile and feature thought leaders from the Bay Area who are bold, confident, and coming from the underdog spirit.
- The co-star of each episode will be the Curry One signature shoe.
PRODUCTION PARTNER:
FINAL CREATIVE:
Categories
Earn Your Armour Video Series
An intimate first-person short film series that penetrates the competitive psyche of all Under Armour athletes.
Product featured is Armour, “that tight-fitting ‘second skin’ is the first thing you put on and the last thing you take off.”
MY ROLE IN THE PROJECT:
- Creative Director.
- Executive Producer.
PROJECT TITLE:
- Earn Your Armour
TYPE:
- Original video content.
- Long format video series.
BACKGROUND:
- Provide content for Armour, signature men’s training gear for Under Armour.
- Extend consumer journey from social to owned.
TREATMENT:
- Strip away the expected approach of watching athletes in action.
- Get deep into the athlete’s psyche and expose how they’re wired mentally.
- Peel away the layers of their Armour and see how they earned it.
PRODUCTION PARTNER:
FINAL CREATIVE:
Categories
Jungle Rules
Inside the No. 52.
Long Beach Transit. Blue limo gold.
A woman choked.
“Your momma,” she said, before the man lunged forward.
His hands on her neck.
Spittle everywhere. White hands gripped the rail.
Red faced with a bus-full of diverted eyes.
No one. Nobody cared.
In the ‘hood, you are on your own.
Attack and be attacked.
“Jungle rules, ya know?”
The hands are now gripped around my neck.
“Best make sure to fight back, cuh.”
Out of towners. Knives on Metro.
The L.A. lesson. The Chicago-boy king.
Attack and be attacked.
He thought he was the shit.