Under Armour: The First Meta Sneaker
Brand
Date
May 2022
Description
Under Armour introduces The First Meta Sneaker, a project that blends physical athletic performance with a virtual digital ecosystem. The campaign features live-action basketball footage transitioned into a stylized voxel-based environment, where the sneaker is reimagined within a neon-accented 3D space. Developed by VML US with production by NewKino Studio, the project utilizes a mix of 3D CGI and VFX to bridge the gap between traditional sportswear and gaming culture. The aesthetic leans into a futuristic tone, defined by the interaction between the physical hardwood court and the animated, cartoon-style digital avatars.
Style
Horizontal, Action, Cinematic, Futuristic
Techniques
3D render / CGI, VFX / visual effects
Industries
Color
Cobalt
Pure White
Jet Black
Background
Sports Venue
Context
TVC / TV Commercial
Associated creatives
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