Under Armour
Galaxy Watch 2: Under Armour Edition
Nice watch, Smarty
Product Superiority Spot
THE CHALLENGE
Watches Keep Getting Smarter
We’ve collaborated with the creative team at Under Armour for years now, and with every project we tackle, a new set of challenges are ours to overcome. With the launch of the Samsung Galaxy Watch 2, Under Armour released its own specialty branded version that was married to UA’s software Map My Run. The challenge was to create a co-branded sizzle trailer to launch the new wearable up on Samsung’s Unpacked 2019 stage in NYC and provide UA some assets after the fact for their own marketing push.
THE APPROACH
Co-Brand a Sizzle With Two Behemoth Brands
Crafting a sizzle trailer is one hurdle to overcome. This was a type-heavy editorial sizzle using CG assets and lifestyle footage provided by UA. Modeling and rendering the wearable was standard fare, but where this one got interesting was in the type of exploration and infographic systems we integrated into the footage. For the most part, being a feature within a Samsung keynote, we held to Samsung’s brand guidelines for type design, keeping a fast-paced bold sensibility. Beyond that, we had to illustrate what the Galaxy Watch 2 is doing in physical space and illustrate the power of UA’s software in tracking a runner’s stride in real-time.
THE PAYOFF
A Fitness Companion
Smartwatches never cease to amaze us in their increasing functionality as a classic timepiece and a straight-up health clinic built onto your wrist. The Galaxy Watch 2 paired to Under Armour’s foundation in health and fitness is a fantastic match. The reception to the work, and seeing it up on the giant screen on stage as it was announced is an awesome reminder of what we’re in this for.
