Under Armour
Streetwear shoot for social
Exploring new looks with an elite athlete
Under Armour was launching its latest streetwear range with help from Tottenham Hotspur footballer Pedro Porro. They wanted a campaign that felt organic on his social channels while showcasing the new collection.
My role was to research Pedro’s character; come up with a concept that suited his personality; create moodboards, shot lists, and social captions; and help manage the shoot on the day.
This project required excellent presentation skills, constant communication with multiple high-level stakeholders – including the athlete – and a keen eye for detail during and post shoot.
Fan engagement
The Under Armour mentality is all about being the gritty underdog.
Pedro doesn’t need to prove anything on social media, he does his talking on the pitch.
Social posts
As the only Spurs fan on the team, I had a unique perspective on this project. I chose local locations that would resonate with Pedro’s fans and emphasise his comfort in his adopted city.
As well as the creative concept, I wrote all social captions, and helped direct some of the shoot.
