© 2021 Kevin Sweeney, All Rights Reserved.

Category
Social Campaign
Date
March 2018
Channel
Instagram

The Under Armour social audience craves authenticity. We realized that overly produced, promotional content was falling flat while real, authentic, in-the-moment videos were performing well. It became clear that we could create extremely impactful content with minimal budget and without asking much of athlete’s time. So that’s what we set out to do.


We created the #UAChallenge, a weekly Instagram Story series where Under Armour’s sponsored athletes and trainers demonstrate unique exercises then challenge the brand’s social followers to try it on their own. As the creative director on the account, I oversaw the production of this series including scripting, storyboarding, editing and on-set directing with athletes.


We created over 30 #UAChallenge stories, which received 35 million views and 3,000 submissions from athletes around the world.

Client
Under Armour
Role
Creative Director, Art Director, Copywriter

This campaign video was created internall by Movement Strategy.