How a Tom Brady Promo Became the Motion Standard for Under Armour
Collaboration and partnership lead to trust and understanding of the brand.
Using a graphics approach with compelling motion when capturing content isn't an option.
Recognizing the successes of this content and replicating the look and feel through multiple seasons.
Kinetic Typography
It’s 2021, and love it or hate it, Tom Brady secures a spot in the Super Bowl *again*. Our partners at Under Armour reached out with a quick-turn request to highlight their athlete's success. With only an audio clip, the direction of "kinetic typography," and a 24-hour turnaround, we got to work.
Under Armour's brand is driven by grit. We animated a fast-paced, see-say kinetic typography spot, that speaks to the authenticity of both Under Armour and Tom Brady. We used a half-tone effect and texture throughout to give the spot a tactile look and feel. The result was a foundational piece of content with the brand’s highest engagement.
The video performed 10x better than their average video content on Instagram, with over 1 million views.
Brand Expression
In meeting after meeting, we were served the Brady video back as reference for the typography design and animation treatment. This style of bold and gritty kinetic typography became the motion standard for Under Armour for the next four seasons. We evolved the design over the course of two years, all the while maintaining its driving energy and expressiveness.
