Senior Art Direction of Victory Stories online video series
Client: Under Armour
Objective
To continue expanding Under Armour’s motivational and inspirational video library on their health and wellness blog, Under Armour Connected Fitness.
Approach
For a market that craves authentic and transformative stories, my team created a short documentary-style series that celebrates stories of real individuals and their health and wellness journeys. Sharing these stories—ranging from overcoming a family history of health problems, to running marathons in the memory of a loved one—stitches together the Under Armour community, uniting them in their common goals to be their best self and to encourage others to do the same.
Role
It was an amazing opportunity to share these narratives, and to work with such a solid crew. I was involved in every step of the creative process—from concept and pre-production, to shoot days, to post. As the creative lead, I collaborated with the Victory Story individuals and the director to develop the story arcs, script beats and shot lists; I was on-set overseeing each production and interview session; and I worked closely with the director, editor, and composer in post to finalize each episode and deliverable.