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Nearing the end of the 2022-23 NBA regular season, Joel Embiid (Under Armour athlete) and two-time MVP Nikola Jokic were in a battle for the coveted MVP trophy. As the debate raged on television and social media, Under Armour asked us for an engaging content piece that told the story of Embiid's 2022-23 campaign while highlighting his historic accomplishments.
We knew that our creative concept had to capture his unique personality and style in a way that would resonate with his fans and connect with Under Armour's audience. We conducted extensive research, looking at NBA analyst sound bites regarding his MVP candidacy, game highlights, and social media presence. We then developed a narrative to showcase his persona and highlight the key aspects that led to his career-defining moment.
The final content piece built for Twitter and Instagram was a dynamic animation that showcased Embiid in all his glory. From bold imagery to powerful custom typography, the campaign reflected his historic and memorable season, from being a kid from Cameroon to winning the most prestigious player award in the NBA.
- Content Strategy
- Creative Direction
- Motion Graphics
- Sound Design
- Typography Design