Under Armour — Slow Projects

UAFC gave the brief to take their streetwear collection and turn it into a full-service campaign from product, to brand, to video.

What we created as a team, is something I’ll be forever proud of.

Building the world around football nostalgia haze, stickers, posters and magazine pull-outs to create our lookbook rather than just using high-fashion polished images printed into a glossy magazine.

Services
Apparel Design
Product Creation
Campaign Creation
Art Direction
Creative Direction

Development

With any project at Slow Projects we started with the sketching phase, and developing the core of the story behind the pieces. Before building the world around.

Development

Once the loose direction of the pieces is created, we looked to the culture in which they were born. This 90’s nostalgia haze.

We anchored our visual style to the stickers, poster bomb bedrooms and started to build the editorial structure around this.

Final Deliverables

Creating a world that was going to be shot in stages from the studio shoot to the bedroom where all the stickers, posters and world comes together.

The Video Content