Under Armour Fox 3: Strike At Will

“A nature doc on the hardwood,” they said.

Challenge accepted.

My teammate and I set out to create a video highlighting De’Aaron Fox’s third signature shoe telling the story through a nature doc lens, where you’re left wondering if we’re talking about the athlete himself…or a fox.

I was part of this process from start to finish, assisting with ideating on look and feel of the film, how we speak to the shoe, and post production including image selects and video review. I wrote all the marketing and digital copy for the shoe and had the pleasure of presenting the video to execs and media.