Under Armour Slipspeed 2023

I was the creative director and lead animator on Under Armour’s 2023 Slipspeed marketing campaign, where we created all key visuals and campaign assets for Slipspeed product line. All designs and animations are used across retail, social, web and paid media in both US and China.

My Role: Creative Direction, 2D Animation

2023

With Under Armour’s new brand guidelines, we developed the design system and all campaign assets for 2023 Slipspeed launch. The brief was to expand beyond the brand book and develop a more dynamic style, that would be used on several launches throughout the year.

Exploding Shoe

Besides the hero video, one of the campaign assets was to show off all material and tech of the 2023 Slipspeed shoe. We achieved that by creating an exploded view.

Mesh Tech

We also created shorter formats of videos - a breakdown of product features. These were primarily shown in social and paid media.

Visual Dev.

We used a bold, picture-in-picture style grid system as the primary design language to keep the motion dynamic. We started with 60+ style frames with a lineup of 10 shoes. The campaign had four steps of deliverables: 8 tech videos showing off product features, a hero video, an exploding shoe video and 100+ product renders and assets for retail and web.