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UNDER ARMOUR BASEBALL
WHAT
Before signing with the Phillies, Bryce Harper's name was swirling around the rumor pool. With all the excitement and curiosity buzzing, Under Armour decide to capitalize on the situation and drop Harper 3, the athlete's 3rd official UA cleat. That's where I came in.
WHO
Since this was for an on-field cleat vs a regular sneaker, the target audience for this campaign were young baseball players 18-28. This demographic had clear excitement for the news of Harper's latest team, so the campaign harnessed that hype.
HOW
I created a series of static and animated posts, using adobe after effects. To really capture the excitement and hype, I kept everything quick and snappy. The sound effects and music I added helped texture the videos, bringing them to a new level.
WHY
During a period of radio silence from Bryce Harper, these posts really struck a vein with the demo. This campaign, the videos especially, performed very well and generated a lot of engagement.
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