ART DIRECTOR. I CARRIED THE IDEA FROM FIRST CUT TO FINAL PLACEMENT, THEN DESIGNED THE TROPHY.
The idea: pregame isn't a warmup, it's a concert. A QR code on the heel opened an exclusive Spotify playlist wearers could add to, so the collab kept growing after the shoe left the box. Duke Deuce, out of Memphis with real ties to Three 6 Mafia, pulled two generations of the game and the music into the same room. I designed the Platinum Skills Award as a '90s platinum record, tour dates on one side and the playlist QR on the other.
Shipped: CGI film, key visuals, retail, product pages and CRM, a global style guide, and the award handed out at the UA Next All-America Game.
UA Blur Smoke Cleat: Homepage
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UA Spotlight Clone: Product Video
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UA Spotlight Clone Cleat: Home Page
UA ALL-AMERICA Creative Takedown
Duke Deuce with Platinum Skills Record Award
