Under Armour's challenge was showing their latest football cleats in a way that engages their audience while still staying brand consistent. Additionally, they wanted to feature hard to photograph angles of the show that highlight functionalities that are important to their loyal athletes. But how?
They had us with the Pusha T / Tyler the creator audio track 'Trouble on my mind' which Under Armour had licensed. At first we thought we could shoot the shoes but soon discovered after unsatisfactory attempts that CGI gave us the most freedom to play creatively. It gave us space to try unique camera angles, while flexible enough with back and forth with the UA team. Another thing that got our juices flowing design wise was to be able to combine cool particle effects and light the product in unique ways.