Category: Work

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:

• Muhammad Ali x Under Armour

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• Activating an athlete — who is no longer active.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:

• Mass Appeal

FINAL CREATIVE: