When Under Armour asked us to continue the UA HOVR story with a Fall/Winter 2018 campaign, we jumped up in the air and stayed there. The focus this time around was expanding the visual style we created for the innovation film into a larger annual campaign as an extension of the UA HOVR spring launch.
The art direction of the campaign controlled the palette of each location and changed the scene’s temperature to fit the given scenario and global location. The launch campaign creative was red and hyperreal; this campaign’s evolution was much more authenticly human mixed with stylization. We made six spots plus an anthem video using the same visual language on a new concept that included both basketball and street footwear. The fact that the work returned due to the success of our previous project made the second campaign a sweet victory.
One of the first things we did was sketch out scenes showing various athletes in contextual situations that highlighted the UA HOVR footwear. These scenes included a marathon, a race in the rain, and some high-flying hoops inside of a gymnasium. Black-and-white sketches became full-color storyboards that guided the creative direction of the live-action shoots and post-production.
The launch campaign creative was red and hyperreal; this campaign evolution is much more authenticly human mixed with stylization.
International Shoe Game
This job required us to show how UA HOVR technology is integrated into not just running shoes, but basketball and streetwear as well. NBA star Josh Jackson broke new ground in his career as a featured UA athlete with his spots for the HAVOC. To highlight the shoe’s functionality and appeal, we shot break dancers doing some serious aerial acrobatics in fresh UA HOVR SLKs. These live-action spots utilized CG effects for weather alterations and some other earth-shattering special effects.
The concept of athletes floating through the air brought us back to our Nintendo Power Pad days when, if you hopped off the controller at the right moment and hopped back on, you could break long jump records in Track & Field. Our version involved real athletes and live-action shoots at multiple locations in Los Angeles, including Olvera Street, Chinatown, and Burbank. The resulting spots were localized for a global audience, so we had to direct our LA shoots to look like Asia, Europe, and elsewhere in the world.
Promo Videos and Beyond
Video may have killed the radio star but print has managed to hang on through all of the digital disruptions of the 21st century. In addition to video promos, we also delivered print and editorial assets for this job. We captured the floating concept used in the videos as still images.
It was a bit of a challenge to convey the motion of a video in a still, so we selected frames that highlighted the weightlessness of not only our talent and their shoes, but also the world around them. Everything from chunks of asphalt and raindrops to the lines on a crosswalk is shown hovering in midair.
Behind the Scenes
The shoot for this project was pretty massive. Given it’s scale, we were compelled to document it from our point of view. The result was a cool behind-the-scenes perspective of how we formed like Voltron to bring this amazing concept to life over the course of a week, several locations, and numerous takes. Our talented team and the amazing people at Under Armour joined forces and the outcome was the continuation of a compelling campaign that is helping UA solidify themselves as a major player in the athletic and athleisure shoe markets. We are eager to continue working in partnership with such an outstanding brand.