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Under Armour - Own The Grind
Mar 3, 2023
Strategy, Video, Post-Production, Art Direction, Photography, Design
For those who make the necessary sacrifices and commit themselves fully to their sport. Achieving greatness and inspiring others to do the same.

Project Summary

Under Armour challenged us to design a multi-channel campaign to support their latest training range. The campaign’s objectives were to communicate to team sport audiences and elevate Under Armour as the preferred brand partner for improving fitness and stamina through training. 

The Challenge

To capture the explosive energy and focus of athletes in training and demonstrate that becoming the best requires an incredible amount of dedication, energy, and commitment. Athletes must follow rigorous training schedules and constantly work to improve their skills to achieve success.

Our Approach

Showing how hard work in the gym translates to peak performance on the pitch with the tagline “Own the Grind.” We chose Aston Villa and England international Ollie Watkins as the hero of the content, as his credibility and authenticity making the story relatable to Under Armour and Sports Direct’s target demographic. 

To convey this, we used a shot-matching technique to transition seamlessly from gym to pitch, using whip pans and motion tracking to create a continuous and flowing feel throughout the video. To make the film seem authentic, we enlisted a football choreographer to create the genuine feeling that Ollie was in a pre-season personal training session.

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