Under Armour Clutchfit

Commercial Series

I led the animation team to promote Under Armour's latest technology. This video was the last in a series of 4 we created for UA's Clutchfit campaign. This video was the culmination of a over a year of animation and design development creating various spots for timed digital release.

The technical approach, off of the concept of "Flexing under pressure" became a solve through organic and shifting triangular pieces. Utilizing Plexus in AEfx, we developed a system that felt graphic, while still allowing us to be expressive with its form and placement within the environment. Type elements were created separately in C4D to convey a more robust flexing simulation. Each piece had a 3d section that was created out of house by the team at Piranha.

Select frames from the other videos can be found below. 

Credits

Director

Konstantinos Psimaris

Designers

Joe Dunlap, Chris Lee

Editor

Max Paolucci

Animation Lead

Chris Lee

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CONTACT

chris@seelee.work

 

@2019 CHRIS LEE CREATIVE LLC.