Category: Sports
In September, 2015, I was assigned to create content for the basketball category at Under Armour and found myself standing in front of several basketball courts from around the world.
I had grown up playing basketball at a young age, and it continues to be my favorite sport.
There’s just something serene about watching street ball, watching kids organize teams, assigning positions, keeping score, high-fiving each other, a stranger perhaps, a potential friend, and as I look at these photos of courts from Beijing to Manila, I feel blessed for the opportunity to witness the sport grow as much as it did.
Russell Westbrook was so locked in that he forgot the basics, traveling halfway down the court without once dribbling the ball.
This is the type of day dreaminess that I try to achieve each time I’m behind the keyboard writing.
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- Activating an athlete — who is no longer active.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: