Under Armour Push Shoe
Campaign Concepting for Product Launch
When Under Armour was launching their first shoe designed specifically for women, they came to us for campaign concepts. I designed two of the three and ultimately we ended up combining all three to get the look and feel the client was going for, but this initial concept provided a direction for the final product photography.
Inspired by the stylish design of the shoe as well as the strength, elegance and composition of the female form as she trains; this concept regards her workout as a powerful work of art. I explored a clean, modern aesthetic within a color palette that’s largely defined by the colorways, and sought to create drama in our photography whether we’re focusing on the shoe, her attire or a precise moment from her workout.
All work done for planit. concept and images are mock/placeholder.