Role: Creative Director, Editor
The Challenge
Under Armour needed a suite of dynamic, sport-specific videos optimized for Instagram, each highlighting a different female athlete and sport while maintaining a cohesive campaign look and message.
Approach
All post-production editing was handled for five sports: racing, boxing, track, basketball, and skateboarding. For each, multiple format variations were delivered (horizontal, square, vertical, and 6-second cuts) to support flexible, mobile-first deployment. A hero reel combining all sports into a unified story arc was also developed. Scripting, VO, and audio post were completed in-house.
The Result
The content launched on the @ShePlaysWeWin Instagram account and drove strong engagement. The campaign demonstrated how platform-specific execution and brand storytelling can create real impact in the social space.
6-second bumpers
Hero Header Video
