Under Armour: Wall of Will

To help launch Under Armour Canada on social, a billboard was created that was powered by people. Using specialized equipment outfitted with sensors and a custom app, UA was able to turn workouts into will-power. So that every run, jump, plank, row, and skate recorded in person, and across the country on social, helped power the Wall of Will. Helping #CanadaWILL trend nationally and mobilizing a new generation of Under Armour athletes across the country for years to come. 

Role: concept, design, art direction
CDs: Nellie Kim, Chris Hirsch
Copywriters: Jacob Greer, Mike Blackmore
UX & Design Development: Candy Digital
Producer: Patrick Elia