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Under Armour
UA Infinite Elite 2

2025

Agency - ETC + Woven
Prod - Bad Dogs + Primo
AV Director - Salim Adam
Photographer - Lysa Thieffry
1st AD - Silvia Esquivel

Goign further for Under Armour’s latest running campaign, a project showcasing the new Infinite Elite 2 across dynamic urban landscapes in Barcelona. Crafting authentic, high-performance running sequences for four athletes, aligning movement with the brand’s narrative and visual identity.

From directing talent, to coaching biomechanics. I choreographed transitions, pacing, and spatial flow to emphasize realism, energy, and continuity while enhancing the visual impact of the product in action. Delivered in close collaboration with the creative team to ensure a balance between raw authenticity and brand storytelling.

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