“Inspired by Golden State Warriors two-time MVP point guard, Stephen Curry, Under Armour’s five-part video series goes into the heart of the greater Bay Area to highlight individuals and artists, whose own drive and ambition has transformed The City with their will.”
MY ROLE IN THE PROJECT:
- Creative Director.
- Executive Producer.
- Charged By Belief
- Original content.
- Long format video series.
- Provide supplemental content for the launch of Curry One signature shoe.
- Ensure content ladders up to overall Curry One campaign tagline of Charged By Belief.
- Leverage Charged By Belief campaign positioning and uses its structural elements — belief, will, and pursuit of greatness — to highlight the people from the greater Bay Area and #DUBNATION, providing a lens that coincides with the drop of the Curry One signature shoe.
- Each episode will profile and feature thought leaders from the Bay Area who are bold, confident, and coming from the underdog spirit.
- The co-star of each episode will be the Curry One signature shoe.