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- Activating an athlete — who is no longer active.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