UNDER ARMOUR: THE DARK ARTS OF DEFENDING
CREATIVE DIRECTOR IN DEVELOPMENT & PRODUCTION
Under Armour wanted to drive affinity with their target audience, driving consideration and purchase of their Cold Gear base layers whilst augmenting their ‘It Takes More than Strikers to Protect This House’ campaign.
The pitch team came up with the brilliant idea of subjecting the base layers to the most rigorous performance test imaginable - taking two grass roots defenders to the most extreme pitches in Europe to learn the dark arts of defending under the guidance of the ultimate defensive shit house… Toni Rüdiger.
I took the project into production, overseeing the team heading all over the continent in the name of content. From the Arctic Circle to the Swiss Alps, London cages to remote Irish islands, our two defenders were pushed to the limit, showcasing the benefits of the base layers in a range of conditions, kicking out a 5 part social series (plus announcement assets, short form edits and COPA90 editorial takes) and a whole suite of mid-funnel conversion assets (product films, photography, mixed media carousels)
