To illustrate the technology behind Under Armour’s Coldgear apparel, we were asked to create a new interpretation of thermal vision. As there are expectations for the viewer, in terms of understanding what they’re seeing, we needed to stick close to certain palettes and distributions of that gradient along the body. That said, we wanted to push it as far as we could by giving the form more fluidity for elegance, and small technological detailing to underline the circulatory system.

In addition to developing the heat map visuals, we were tasked with creating typographic solves for the campaign taglines. As this roll out would last several months, with a variety of edits, we needed to ensure that the design language felt cohesive, while still being unique and fresh on a per-spot basis.

Our primary deliverables were for online and in-store, but many assets also functioned for Under Armour’s Coldgear event; A cold room dome, where consumers could wear Coldgear apparel and test the product for themselves during workouts. Images via Igloo Vision.

Client: Under Armour
UA Production: Executive: Trang Dam
UA Creatives: Jed Jecelin, Nathan Grundhauser, Jeffrey O’Neal

Directors: Chad Howitt, Brien Holman
Line Producer: John Sepulveda
Director of Photography: Ryan Carmody

Creative Director: Chad Howitt
CG Supervisor: Matt Guzzardo
Executive Producer: Rhys Demery
Head of Production: Eric Zapakin
Sr. Producer: Julia Torchine
Designers: Daniel Beaton, Eleena Bakrie, Toros Kose, Cristiano Rinaldi Animators Pat Clarke, Hyungsoon Joo, Jason Beale, Miro Klasinc
Compositors: Omid Ensafi, Chris Russo, Sven Dreesbach, Kenneth Brown, David Faulkner
Editors: Ryan Frey, Chris Hall
FX / Fluid Sims: Sam Cividanis, Aryel Huckaby, John Van Unen, Sekani Solomon
Lighters: Kyung Park
Modelers: Matt Guzzardo
Story Boards: Ed Laroche

Advertiser: UA / Dick’s Sporting Goods

Executive Creative Director, Partner: Brien Holman
Executive Director Brand Partnerships, Partner: Jayson Whitmore
Managing Director, Partner: Jennifer Lucero