Known for their revolutionary compression apparel, Under Armour was looking to make a big push for their newest running shoe line. These shoes feature their latest technical innovation, the Hovr; An energy returning foam cushion system.

Since the action is fast and frenetic, and knowing that we’d shoot organically, we relied more on styleframes than shooting storyboards to establish an overall mood. Red was the color of the hero footwear, so we leaned into it and focused on urban street running environments as backdrops for the product.

The video portion would be playing on thousands of in-store screens and displays across the globe, where sound isn’t always guaranteed, so a typographic solve was needed to convey messaging, and was executed in several languages by the design team.

The Hovr cushion technology is a combination of a Dow developed foam and an energy return webbing that houses it. As this is a complex relationship, the talented team of artists developed animations that would illustrate this in a simple manner, while also creating beautiful visuals that added to editorial pacing.

Production Company: We Are Royale

Executive Creative Director / Director / Partner: Brien Holman
Executive Producer / Managing Director / Partner: Jennifer Lucero
Executive Producer: Rhys Demery

Creative Director / Director: Chad Howitt

Storyboard Artists: Brian Koons ( Storyboards Inc )

Designers: Gordon Waltho, Steve Lee, Joey Camacho, Justin Harder
CG Supervisor: Matt Guzzardo
3D Animators: Mike Humphrey, Renzo Reyes, Patrick Clark, Joey Camacho, Ivan Cruz, Roy Kang , Teri Shellen
3D Modeler: Joey Camacho
Lighter: Joey Camacho, King Nigoza

2D Animators: James Vogel
Compositors: Renzo Reyes, Ryan Kirkwood, Brinton Jaecks

Editor: Ryan Frey
Colorist: Joel Voelker

Producer: Karla Fay Sylvester
Production Coordinator: Isaac Ruth