Gunnar Henderson
Bobby Witt Jr.
Juan Soto
Bryce Harper
CREATIVE LEAD AND ART DIRECTOR. I IDEATED THE CONCEPT, SET THE ART DIRECTION, PRODUCED THE SERIES WITH BOARDROOM, AND CARRIED THE IDENTITY INTO THE PRODUCT.
Under Armour's baseball category needed to match how the game is played now: younger, flashier, more personal. I built King of Diamonds as one world with three ways in: a collection built on gold details and personal style, a four-part Boardroom series with Harper, Soto, Witt Jr., and Henderson, and a ground-up cleat. I sourced and directed every episode, holding the visual tone while each player talked unfiltered and flexed an off-field skill. Then I carried the teal palette into the product and its capture, so the cleat came from the same world as the film.
Shipped: the series, digital and social, launch imagery, and one visual system across UA and Dick's Sporting Goods, plus a cleat still worn across UA's MLB roster.
Episode 1: Gunnar Henderson: The Future of the Orioles | King of Diamonds
Episode 2: Kansas City Royal Bobby Witt Jr Reveals His Shocking Hobby | King of Diamonds
Episode 3: Juan Soto The Mets, NYC, & his Baseball Journey From the Dominican Republic To The MLB | King of Diamonds
Episode 4: Bryce Harper Sounds Off On Phillies Playoff Outlook, Philly Fans, & More | King of Diamonds
PRODUCT & ATHLETE MARKETING
UA Brand Handle Launch
K.O.D. Yard Cleat UA.com
K.O.D. Gloves UA.com
K.O.D. Collection: Product Collection Hero Art
K.O.D. Collection: Harper Signature Cleat with Glove
K.O.D. Portrait: Bryce Harper
K.O.D. Collection: Harper Signature Cleat
K.O.D. Collection: Athlete Her Art
K.O.D. Portrait: Bobby Witt Jr.
K.O.D. Collection: Yard Cleat
K.O.D. Collection: Yard with Glove
K.O.D. Portrait: Juan Soto
K.O.D. Collection: Gloves
