Under Armour
introduction
Under Armour set out to energize a new generation of athletes across EMEA through a high intensity expression of performance. The challenge was to create campaigns that hold emotional and visual intensity across scale without losing their raw edge.
impact
The work contributed to two major EMEA campaigns and was rolled out across social, onsite, and retargeting. By building a reusable asset library, we increased speed and kept the visual language consistent across all formats.
This approach turned separate deliverables into one cohesive system and helped the campaigns maintain a clear and recognizable identity at scale.
concept
concept
"Performance is not a moment, it’s a constant state."
We focused on the grit of the process, capturing the pressure and internal drive that people rarely see. We intentionally avoided a polished look, choosing instead to use raw lighting, tight crops, and aggressive typography to mirror that intensity.
The result is a visual language that feels as tireless as the athletes themselves, keeping its edge across every platform and placement.
role
I translated briefs into clear creative direction and made sure that direction carried through every format. I aligned designers around the core idea and guided execution as the work scaled across channels.
I stayed hands on in production, creating assets that became part of the campaign system. This allowed me to maintain consistency and protect the original idea under production pressure.
