Under Armour: Armour Up
Brand
Date
Jun 2024
Description
Under Armour's 'Armour Up' campaign highlights the brand's sportswear range through a high-energy commercial production developed by agency Zambezi. The narrative brings together a roster of athletes and artists, including Kelley O'Hara, Gavlyn, Alex Greenwood, and Nadia Rose, within a series of stark, industrial environments. The project leans into a cinematic aesthetic, utilizing moody atmospheric lighting punctuated by neon framing and fire effects. This live-action technique emphasizes movement and athletic intensity, captured through professional color grading and slow motion sequences that showcase the collection's performance apparel.
Style
Horizontal, Cinematic, Moody
Techniques
Slow motion
Industries
Color
Jet Black
Crimson
Pure White
Background
Set-dressed
Context
Advertising Campaign
Associated creatives
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