UNDER + OVER
Feminism • Body Positivity
I chose to promote UnderArmour to women for my large demographic, small campaign assignment because there’s little to no difference in their attempts to reach both their male and female audiences. “Under and Over” ties the “Under”Armour brand with the negativity women are “over” (done with), regarding exercise and body image.
Custom apparel and shopping bags were designed to create in-store traffic. I updated the women’s homepage and media to make it stand apart from the men’s page. After conducting filmed interviews of multiple women with various body types, I created a commercial by combining clips of them speaking their personal truth, why they’re choosing to be active, and what they’re deciding to ignore. The video can be featured as a sponsored advertisment or shared on social media, such as Facebook.