UA Flow Velociti Wind Running Shoes, from American footwear apparel Under Armour

The product itself is the culmination of the company’s groundbreaking R&D - featuring the lightweight Warp™ upper, the long lasting cushioning of the one-piece Flow midsole which has eliminated the need for a rubber outsole. In close collaboration with the great creative minds at 72andSunny, Frame created a series of CG sequences that visualise the sensation of SPEED, FLOW, LIGHTNESS & FLEXIBILITY.

From these four concepts, a series of short motion clips and key print visuals were produced in order to provide an immersive customer experience at the company’s new flagship stores. A combination of typography and pure CG, the resulting films can be seen on the UA site, its various SoMe channels and on screens of all shapes and sizes at UA flagship stores globally. This is the Dir Cut version.