Under Armour Infinite Elite
Art Direction
Electric led the creative and production of Under Armour’s Infinite Elite 2 campaign from end to end, shaping a bold visual world that moved seamlessly across film, social, and OOH.
At the heart of the work was a series of icons, high-energy 3D “bubbles” designed as graphic bursts that bring key product moments to life.
These elements interact dynamically with the live-action, punctuating performance with impact, color, and motion, and further creating a distinctive visual signature for the campaign.
The 3D icon language carried across every touchpoint, with the 3D assets evolving from motion into large-scale OOH ensuring a cohesive yet flexible system that feels equally coherent and striking in every format.
At the heart of the work was a series of icons, high-energy 3D “bubbles” designed as graphic bursts that bring key product moments to life.
These elements interact dynamically with the live-action, punctuating performance with impact, color, and motion, and further creating a distinctive visual signature for the campaign.
The 3D icon language carried across every touchpoint, with the 3D assets evolving from motion into large-scale OOH ensuring a cohesive yet flexible system that feels equally coherent and striking in every format.