Always On: Coach Rac
Always On: Georgia Ellenwood
Creative Lead and Art Director, Under Armour x Dick's Sporting Goods. I co-developed the concept, cast outside the usual roster, and led post through delivery.
Today's athlete performs on the field and on their phone, and the off-season is when the feed matters most. To make UA the Gen Z team sport athlete's cold weather gear at DSG, I cast people whose own platforms already proved it: Coach Rac of the Savannah Bananas and Canadian Olympian Georgia Ellenwood. With photographer Brenton Salo, we shot stills and motion across locations and let their personalities run instead of scripting them.
Shipped: stills and video across locations, plus a style guide for brand and DSG partners.
Male PDP
Women's PDP
Male PDP Refresh
Female Social Story Carousel
