The Ask
When Joel Embiid’s MVP season hit full stride, Under Armour needed a creative partner who could celebrate his dominance across social media in a way that felt original, emotional, and rooted in basketball culture. The work required highlighting significant milestones while building toward the announcement moment.

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The Approach
We created a visual language to carry Embiid’s whole campaign; one that blended street-level design energy with high-end illustration and content built for engagement.

We built a bold, poster-inspired motion series that marked key stats, told a deeper story, and carried momentum to the MVP win.

• Crafted a narrative arc capturing key milestones of his MVP-caliber season
• Designed custom illustrations and animated elements tailored for social
• Integrated stats, accolades, and signature moments in dynamic visuals
• Built the piece to move fast, look premium, and land impact

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Key Deliverables

• Illustrated content series
• Custom typography and animation
• Social-ready visuals for rapid engagement
• Campaign concept and execution
• Player milestone storytelling
• Data-driven visual design
• Custom typography and layouts

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The Impact
The campaign earned over 100K views in the first 24 hours and became a fan-favorite celebration of Embiid’s dominance. It delivered on hype and emotion, solidifying Under Armour’s connection to one of the game’s biggest stars with a unique creative approach.