Under Armour - Creating a concept that elevated the awareness of Under Armour among NZ women by engaging the audience emotionally by creating content that would resonate with real Kiwi women, featuring real Kiwi women and speaking to real Kiwi women.

 

The biggest challenge to achieving this was the mandatory inclusion of these incredible superathletes. So, I tweaked the creative direction to be an acknowledgement piece and a movement women can get behind rather than reflect everyday women. I wanted to acknowledge that women have had to be tough, resilient, and bold since the beginning of time.