The Armour Up campaign for Under Armour highlights the convergence of sport and culture, featuring a lineup of athletes and musicians including Kelley O'Hara, Gavlyn, Alex Greenwood, and Nadia Rose.
Developed by agencies Zambezi and Luti Media, the spot transitions between industrial training environments and high-contrast, neon-lit spaces. The production utilizes a cinematic live-action technique to underscore the energy of the featured gear and apparel.
With visual effects by Cameo FX and sound design by Citizen Music, the film leverages intense studio lighting and fire elements to maintain a high-tempo visual rhythm.
