I led the content production for Under Armour’s experiential footwear testing and sports psychology programme, designed to engage London’s running community and elevate the perception of the UA Flow Velociti 3. Overseeing both photo and video, I managed the production team, shaped the creative direction, and built a detailed production plan and shot list to ensure consistent, high-impact storytelling throughout. Across the project, I delivered seven campaign videos alongside supporting content, capturing real-world performance, athlete progression, and the energy of the activation. The final outputs were crafted for multi-channel use across organic, paid, and retail environments, with additional support provided for venue screen edits, helping drive programme sign-ups and strengthen overall purchase consideration.