There was a time when the Washington National’s stadium was referred to as Citizens Bank South because they were terrible as a brand new expansion team. For those of you not in the know Citizens Bank Park is where the Phillies play and as a proud Philadelphia sports fan there’s no way I’m going to start this piece without that being known. All of that said, there is no denying the sheer talent and speed of Bryce Harper and what he’s done for the Nationals organization. He is a solid ball player and justifiably fit for endorsements such as partnering up with Under Armour for a footwear sponsorship.
A few nights back I serendipitously came across this campaign by Under Armour that left me awestruck and absolutely needed to share with you guys. From the photography to the computer-generated graphics, this campaign’s intensity is absolutely incredible. Check out what the creator’s of this piece have to say about it below:
BRYCE HARPER SIGNATURE CLEAT CAMPAIGNTHE SKILLS TO LIGHT IT UP.
Baseball MVP Bryce Harper is the game’s ultimate multi-faceted player, and his new cleat, the UA Harper 2, is designed to make him more dangerous than ever.
As a native of Las Vegas, Bryce brings the same flare, flash, and fun his home town is known for, to his game. Under Armour wanted to showcase that in a big way. Inspired by the “Neon Boneyard” in Vegas, we developed the perfect backdrop of grit and epic-ness to showcase Bryce and his new cleat.
We developed a multi-media, multi-channel campaign hell bent on reaching the consumer at every touchpoint with an emphasis on digital/social channels. We developed key art, tech videos, deep dives into features & benefits, Instagram stories, individual colorway launch materials, and more. Basically, it’s everything Under Armour needed to tell the UA Harper 2 story.
CREATIVE DIRECTOR/ART DIRECTOR: SEAN FLANAGANART DIRECTOR/DESIGNER: KIRK ROUSHDESIGNER/3D ARTIST: MIKE CAMPAUCOPYWRITER: MATT NORMANPHOTOGRAPHER: JAMES MICHELFELDER