Brand Design | Animation

A campaign for Under Amour’s new product, the Swacket.

To launch this new product, promotional material was required via a site and video. I was a lead designer for on-screen text, background effects, logo motion, and 3D fabric manipulation.

Motion

Promoting fabric meant creating extremely high definition models capable of showing depth and quality. Using these models, we mixed both 3D and 2D effects to get a dynamic result. Panning closely allowed for weather simulations and lighting effects, which helped enhance the impact.

The slash element in the ‘A’ was used as a transition tool, which allowed me to define the split utility of product itself as well as lockup text in each frame. Snow, rain, and light particles were used in a variety of ways, primarly out of focus in varying speeds to help bring the product to the forground.

Marketing

Marketing for this product went alongside promotions for the launches for Coldgear Elements and Boxer Jock. The videos had to live in both online and retail spaces while designed in a way that allowed for cut downs into shorter pieces that could be shared through social media.

In addition, content had to be prepared in eight different languages for distribution in global markets. To add to the challenge, Swacket didn’t exist as a product in the market place, so Fifteen4 created the product animation based on digital renders of the fabric.

Client : Under Armour
Agency : Fifteen4