ASICS - Technology Films* Under Armour - HOVR™ MEGA 2 CLONE* The North Face - VECTIV™* Under Armour - Iso-Chill* Baked Stories - Luca Beradino* Under Armour - Back Yourself* Haglöfs - L.I.M.* The North Face - Retro Himalayan Parka* Under Armour - Homegrown Champion* USC - SNKR Edit* ASICS - GT-Xpress* Haglöfs - Mimic Graphene* Haglöfs - Duality - Part 2* 5 Rings Coffee - In A Spin* New Balance - Fresh Foam* Haglöfs - Duality - Part 1* Under Armour - Anything But Chill* Five - Rio Ferdinand* Twelfthman - Kye Forte* Dolce and Gabbana - Sorrento*
Under Armour - Back Yourself
May 6, 2021
Live Action, Photography, Retail
A 'back to fitness' campaign to showcase Under Armour at JD Sports. Keeping it simple. Atypically raw, bright and focussed on the product fit, style and detail.

Project Summary

Back Yourself centres around people’s goals, struggles & achievements in their fitness journey, whether that’s at home or outdoors. We spoke to the young demographic who work on their fitness goals all year round, but with extra energy in January. We showcased their fitness journey through short, engaging videos with supporting still imagery.

Our Approach

The audience was inspired to work to improve and achieve their goals through simple, raw ‘one shot’ style videos that kept the viewer focussed on the product, the activity and the athlete. Baked supported these videos with an even more product-focused execution. Capturing looping video of the product from each workout situation, they shot close-up static cutaway shots of the product that were looped with campaign messaging, highlighting the product fit, style and detail.

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Under Armour - Anything But Chill

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