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Under Armour was looking for an evolved visual language to bring a defiant and youthful energy to match their new brand voice and We Will brand line. We developed a vibrant, layered, kinetic system that carried a consistent visual thread from campaign storytelling through product sale points. The system was introduced through the Will Finds A Way campaign, which highlighted the will of six individual athletes. Each athlete's asset library included long-form film, product-focused films, GIFs, social assets and studio photography, all connected through our visual language.