CHALLENGE
The UA team was tasked with creating content for the UA Band to live on social channels to drive product awareness and highlight product features. The content was to be approachable and customizable.
Visual communication was the top priority. Making sure the customer understands what activities the UA Band can track and record, and that they associae the UA Band directly with those activities. We took the simple iconography from the band’s interface and integrated them with the logo. The device seamlessly flows and adapts with the customers active lifestyle, so we animated the logo itself transforming through each use.
ANIMATION WAS THE ANSWER
ADAPTING THE INTERFACE DESIGN
In keeping a 1:1 relationship between the device and the animation, we updated the existing 8-bit icons to a clean vector look. We wanted to compliment the interface's design aesthetic and maintain a sense of familiarity.
LOOPABLE CONTENT
Vignettes were designed to fit everything the band can track; running, weight lifting, cycling, heart rate, steps, distance, calories burned, and sleep. The person icon from the device’s interface was also adapted for a playful tone.
RECORD EVERYTHING
At the end of every animation, the band absorbs all the data and syncs with the UA Record App.
RIGHT PEOPLE | RIGHT TIME
Videos tailored to different demographics were scheduled to launch around specific, targeted dates and events. The "Run" animation was launched in coordination with a "You vs the Year" Map My Run event. The "Veterans" animation was launched leading up to Veterans Day with a buy a band give a band (to a veteran) promotion. The content was also adapted for in store use, giving the product a dynamic and informative display in the retail environment.
CREDITS