For the 2019 back to school season, we partnered with Under Armour to create this visually arresting campaign geared towards student athletes. In this campaign, we created an illustration style that we coined “social graffiti” that mimic the visual language of social media to capture our student athlete’s attention. Social graffiti is used accentuate student athletes’ performance or highlight products. It is a visual depiction of Under Armour’s recognition and acknowledgement of a focused performer’s dedication and hard work. Concepted, wrote, produced and led the directed the illustration/animation from start to finish. Art directed the photo and video shoot and led a team of designers to create a style guide that informed all In-store and digital assets.