UA HOVR Global Launch Campaign

Under Armour has been known for its innovative performance products and compression fabrics for more than 20 years. Their latest UA HOVR innovation, and its use in two of their new running shoes, needed an ‘all-out’ entrance for it’s simultaneous global launch.

Raw & Rendered was chosen by We Are Royale—an innovative  studio on the frontlines of design and technology—to visualize the UA HOVR technology. 

UA HOVR is a unique proprietary foam compound developed in partnership with Dow Chemical, and an ‘Energy Web’ compression fabric that wraps it–securing the foam and providing incredible cushioning and shock absorption with every single strike of the foot. Technology that makes runners feel and perform better with less fatigue. It’s job: endless energy return.

We Are Royale collaborated with Raw & Rendered, who was tasked with developing the look of the unique foam, the web compression fabric, and realizing a CG version of the HOVR Phantom.

CATEGORY

3D, Design, Product Development

CREDITS

Agency - We Are Royale
Executive Creative Director / Director / Partner - Brien Holman
Executive Producer / Managing Director / Partner - Jennifer Lucero
Executive Producer - Rhys Demery
Creative Director - Chad Howitt
Art Direction, Design, Animation - Raw & Rendered | Joey Camacho
Producer - Karla Sylvester
Production Coordinator: Isaac Ruth
CG Supervisor - Matthew Guzzardo
3D Concept / Look Development - Raw & Rendered | Joey Camacho
3D Modelling / Texturing - Joey Camacho, Lars Korb
3D Animation - Renzo Reyes, Mike Humphrey, Renzo Reyes, Patrick Clarke, Ivan Cruz, Roy
Kang , Teri Shellen
2D Animation - James Vogel
Lighting - King Nigoza
Designers -Gordon Waltho, Steve Lee, Justin Harder
Compositors - Renzo Reyes, Ryan Kirkwood, Brinton Jaecks, Ivan Cruz
Editing - Ryan Frey
Colorist: Joel Voelker

Initial Concepts & Look Development

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Compression Mesh Energy Web - Look Development

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UA HOVR® Foam - Look Development

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HOVR Phantom Shoe - Process

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Keep moving forward.

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