Under Armour > GFS

Built For The Team

Photography campaign from ceative development to photography.

UA Creative Director: Alex Bardoff
Agency: Screen & Paper
Agency Creative Director: Serge Kirsanov
Photographer: Serge Kirsanov
Executive Producer: Kindly Productions
Producer: Jenn Kim & Ryan Holt
Strategist: Ty Harris
Off Body Photographer: Simon Mcdermott Johnson
UA Producer: Rebecca Pongetti

Screen & Paper was tasked with stragegy, creative delvelopment, photography and design of the UA Collegiate campaign. We came up with the wrapper and an ultra clean look. Minimalist art direction was a requisite because the campaign lives across thousands of college campus locations alongside collegiate branding, for example Notre Dame or Duke, as well as the Under Armour ecosystem.

Step 1: Built for the Team

Our first step was to figure out the wrapper, we came up with the line as a way to signal that Under Armour was designed for the team sports athlete.

^{Below: Jon Lopez}

^{Below: Astound}

Step 2: Minimalist look and feel.

We partnered with production designer Greg Yaro to create a modular set of white blocks and white props to create a deep space that wasn’t intrusive, it receded into the background, allowing the geear, university branding, or UA graphics come through.