Challenge

The lockdown had changed all our lives. Everyone had to adapt the way they lived from day to day - from the way they worked and communicated to how they exercised.

But with the world opening up again, we were all now having to embrace the ‘New Normal’ - a version of the world which was different from the one we knew before. We had all made positive changes and learnt a lot about our best selves. So, how could we help Under Armour fans maintain these lifestyle improvements as we moved into the new normal?

Insight

Our brand ambassadors, influencers and talent had all been impacted by Covid-19 and lockdown, but each had risen to the challenge of getting through this. How could we use them to inspire others to do the same.

Solution

Lockdown Level Up is a series of honest, from the heart stories from ambassadors and athletes that explain what they have learnt through lockdown, how it has made them better and their lasting commitment to it.

These stories were filmed as simple, stark, pieces to camera – using a treatment that put the ultimate emphasis on the speaker and their Lockdown Level Ups. This high contrasted black and white treatment brought to life the idea of leaving the darkness of lockdown for the light of the future, allowing for punchy overlays to sing out through each execution.

The films were showcased through Under Armour’s channels as social stories and feed posts, as well as through the social accounts of the ambassadors and influencers for maximum reach.

We then passed the baton to the general public. Asking everyday athletes to share their own Lockdown Level Ups for the chance to win Under Armour goodies.

Role

Creative Lead – Building the idea and working in conjunction with the film and PR teams to ensure we were on message and on brand.