Art Direction of Icon Shoe Photoshoot
Client: Under Armour
Objective
To promote Under Armour’s online shoe customization tool Icon.
Approach
My team created a video series called UA Icon Creator Collabs. Each episode features a different artist—Tommi Lim, Hyesu, Jen Mussari, and others—and showcases their creative process and how they translate their artwork to Icon shoes. To support the series, we launched a social campaign featuring hero shots of the final shoes and teaser clips, cross promoting on artist social channels.
Role
I was a part of the ideation process and pitch for the series, and art directed the photoshoot for the social campaign.