Under Armour is a brand with deep roots in innovative sports apparel. So it’s fitting they would team up with retail giant Dick’s Sporting Goods (DSG) for an exclusive seasonal campaign promoting one of their advanced clothing technologies. The star: ColdGear, a collection of inner and outer layers that promises to keep wearers warm, dry, and light. We came into the collaboration to create a set of live-action promos that would ultimately provide digital and print assets for several aspects of UA’s 360 campaign. 

How does ColdGear keep consumers warm, even in the most punishing of environments? Energy focuses on pressure points across the body as it moves and in areas where the most heat is generated and captured by ColdGear. So, of course, we needed a unique thermal imaging signature for the Under Armour brand. A volumetric technique was created, set within match moved CG models of their live action counterparts.  It was a signature look that branded the benefits of ColdGear across the marketing campaign.

The editorial typography we developed early on informed the live screen and ultimately gave momentum to our edit of the talent’s actions. The full roster of iconography not only serves the motion aspects of the campaign, but also lends its help to the print, in-store and social media components.

Nimble, flexible, customizable. The digital deliverables for UA’s cross-promotion with DSG on both web and social media included numerous 6 second and 15-second cut downs. Included were a variety of parameters such as widescreen, 1:1, 4:5 and 9:16. Many of these edits highlight specific garments while allowing the national spot to focus on the entirety of the campaign. Master files were built according to platform and allowing for both horizontal and vertical formats.