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: