Under Armour

The ultra-masculine brand popular with powerlifters and footballers decided to launch it’s first ever women’s line with the company’s biggest advertising campaign to date. We captured the stories of two immensely driven non-traditional athletes, Gisele Bündchen and Misty Copeland. Their stories of determination formed the basis of our messaging.

Roles:
UX Program Manager
Production
Campaign Manager

Skills:
Content Audit
Storytelling
Branding
Marketing
Advertising
Social Strategy

Team:
2x Creative Directors
2x Art Directors
1x Designer
1x Tech Lead
2x Media Planners
1x Assistant Video Producer
1x Art Buyer
1x Associate Producer
1x QA Analyst

Executions:
Under Amour Women’s Global Campaign Launch featuring Gisele Bündchen and Misty Copeland

Watch Gisele face real-time commentary now at: http://iwillwhatiwant.com/gisele Gisele knows what it means to live under the microscope, amongst the noise of...

Twitter can be a brutal place for a supermodel. Giselle uses both the hate and love she receives as daily motivation. We projected a stream of real-time tweets on the wall during her early morning workout and captured her training intensity.

We conducted a series of in-depth interviews exploring race and body image, then produced an intimate two day shoot capturing Misty’s extreme work ethic.

Under Armour set out to launch its most expansive women's campaign to-date with the brand platform "I WILL WHAT I WANT." Droga5 was tasked with creating an e...