Under Armour asked Planit to explore a new brand look for their consumer marketing—specifically within their New Prototype campaign.
Planit created a product story approach specific to each athlete. Depending on the use of the marketing materials, each spread would be driven by four factors—athlete, sport type, product assortment, and product technology.
Planit set up shoots in Baltimore to produce the spec work. This consisted of casting, prop building, scouting, securing locations, art direction, and final photo retouching to establish look and tone. The result was a set of spreads to be used as creative templates for upcoming work. These templates included a branding spread, product spread, technology spread, head-to-toe spread, and hero spread.