FROM SLIP TO SPEED
A marketing campaign with a modular design system
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During my time at Warm & Fuzzy, I led the creative direction of Under Armour’s 2023 Slipspeed marketing campaign, where we created all key visuals and campaign assets for the Slipspeed product line. All designs and cutdowns are used across retail, social, web and paid media in the US and China.
With Under Armour’s new brand guidelines, we developed a modular motion system and all campaign assets for the 2023 Slipspeed launch. The brief was to expand beyond the brand book and create a dynamic style for the current and future product launches throughout the year.
Client: Under Armour
Production Co: Warm & Fuzzy
Type: Marketing Campaign
Role: Creative Director, Animator
Year: 2023
EXPLODED VIEWS
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The 2nd film of the campaign was to showcase all material and tech features of the product. We achieved that by creating an exploded view of the shoe, focusing on every layer, which allowed us to point out each feature in detail.
ALL TECHED OUT
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In addition to hero films, we also developed shorter formats of videos in various formats that feature each product tech. These were primarily shown in social and paid media.
VISUAL DEVELOPMENT
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To keep the motion dynamic, we used a bold, picture-in-picture modular motion system as the primary design language and created 60+ style frames with a lineup of 10 shoes.
The campaign had four steps of deliverables: 8 short tech videos of various lengths showing off product features, a hero video, another with an exploded view and 100+ renders and assets for retail and the web.
