Under Armour - Holiday

Under Armour Launches Its First Holiday Campaign, Featuring Inspired Creative Developed with Directors André Stringer and Noah Conopask, and DOMO

LOS ANGELES and BALTIMORE – (Dec. 14, 2022) – Expanding the terrain of the prolific creative partnership behind many iconic Under Armour marketing campaigns over the past decade, Co-Directors André Stringer and Noah Conopask and their colleagues at collaboration company DOMO are very proud to detail their latest groundbreaking campaign for the brand.

Leveraging Under Armour’s comprehensive understanding of athletes, the brand’s very first integrated holiday campaign has been painstakingly designed to engage athletes’ biggest fans directly. Developed hand-in-hand with Under Armour’s in-house creative team, the campaign’s highly calibrated ideation system features cinematic ads (2 x :30 “Anthem” spots, and multiple sport- and product-specific :15s and :06s) addressing the full media landscape with creative that has been custom-built for key audiences.

Each ad begins with a branded title card reading “Give the Gift,” then shows hard-working talents looking up from their workouts and testifying to the camera: Every rep, sweat, mile, shot, session, challenge, and season is a gift to be earned, they tell us. Resolving with a poignant invitation to shop UA.com this holiday, each element’s narrative is discretely matched to each media platform and audience through an exhaustive media plan, courtesy of Digitas.

“Being part of this campaign with our long-standing clients and friends at Under Armour has been yet another tremendous honor for us,” Stringer began. “UA’s creative leaders, including Jen Matic-van der Straaten, wanted to directly appeal to those who love athletes and want to support them. Noah, myself, and many more of our DOMO talents have been immersed within Under Armour’s universe for well over a decade. This campaign draws on all that inside knowledge, and with its sophisticated media strategy, it taps into the future as well.”

Stringer and Conopask are well established experts in the creation of inspired storytelling for sports marketing. Through DOMO, the focus on bespoke collaboration prioritizes intimacy and teamwork in the realization of client objectives. Accordingly, the directors’ creative deck for this project presents a masterful case for the campaign’s premise, provides meticulous documentation for its finely honed deliverables, and visualizes the campaign in real-world settings, with applications ranging from online to out-of-home to point-of-sale.

For the mission-critical filmed content, Conopask shared his impassioned outlook. “To bring the campaign to the next level, we knew it had to transcend the physicality of sport,” he began. “We worked intimately with our cast of real athletes to ensure they infused the script with truth, heart, soul, and intensity of what the gift of hard work in sport means to athletes as a whole.”

Conopask continued, “Crafting performances together with our ultra-talented colleagues including director of photography Eric Ulbrich, editor Tim Throton-Allan, and composer André Stringer, our goals are achieved when viewers see what it truly means to be an athlete.”

DOMO’s contributors also include Managing Partner Rani Melendez and many others, with finishing and VFX courtesy of Union Editorial LA/Hunter. Complete project credits are available upon request. 

To learn more about this campaign, visit https://www.ua.com. 

About DOMO
As a creative collaboration company, DOMO’s integrated capabilities span the full creative spectrum, with multidisciplinary expertise that includes ideation, production, finishing, and music. Working alongside global leaders at the intersection of storytelling and culture, DOMO shepherds projects through a bespoke collective process, to radically change the future. At once micro and macro, DOMO shapes big pictures while perfecting every detail. See more: https://domo.site.

Complete Project Credits: Under Armour Integrated Holiday 2022 

Project Name: Under Armour Integrated Holiday 2022
Running Times: 2 x :30, multiple :15 and :06 cutdowns for online and social
Debut Date: Nov. 3, 2022

Client - Under Armour

Vice President, Global Brand Creative: Brian Boring

Senior Creative Director, Global Omni Channel: Jennifer van der Straaten

Creative Director, Americas: Nathaniel Grundhauser

Lead, DTC Channel Marketing: Nicole Baxter

Director, Global Brand Marketing and Innovation: Tom Walter

Director, Global Marketing Operations, Agency Partnerships: Kevin Fitzgerald

Director DTC Omni Channel Marketing Strategy, Americas: Jennifer Drapisch

Head Regional Director, Procurement: Joshua Sadowsky

Senior Manager, Category Marketing, North America - Rachele Lake

Senior Manager, Global Brand Marketing: Claire Derbyshire

Senior Manager, Global Content Production: Emily Bois

Senior Manager, Brand Media: Jami Macklin

Collaboration Company: DOMO

Executive Creative Director, Co-Director, Composer: Andre Stringer

Co-Director: Noah Conopask

Managing Partner, Executive Producer: Rani Melendez

Chief of Staff, Executive Producer: Alison Bayer Brown

Creative Lead, Writer: Ginger Boyd

Writer: Peter Buck

Writer: Nathan Caswell

Account Senior Producer: Erik Press

Producer: Dina Oberley

Production Supervisor: Alicia Haldenwang

Assistant Supervisor: Kai Lusk

Talent Coordinator: Kate Kramnaia

Director of Photography: Eric Ulbrich

First Assistant Director: Craig Owens

Second Assistant Director: Eric De Los Prados

First Assistant Camera: Darin Necessary

First Assistant Camera, B Camera: Nicole Martinez

Second Assistant Camera: Candice Marais

Gaffer- Mark Ramsey

Key Grip- Justin Duquette

DIT - Lanlin Wong

Prod Designer: Morgan Gillio

Stylist: Erik Rudy

Make-up: Claudia Britt

VTR: Chris Quesada

Sound: Kelly Wright

BTS - Todd Westphal

Photo Tech - Erik Hillard

Sport Coordinator - Justin Goltz

Volleyball Tech- Angie Akers

Client Photography

Photographers: Trevor Smith, Sepher Zamani

Photo Technician: Zach Callahan

Editorial Company: Union Editorial / Marshall Street Editors

Editor: Tim Thornton-Allan

Assistant Editor: Otto Mertins

VFX Company: Union Editorial / Hunter

VFX Artist: Mannix Richenbacker

VFX Producer: Logan Aries

Post Producer: Lillian Ghodoushim

Colorist: Aubrey Woodiwiss