Our “day in the life” narrative of two health enthusiasts profiled two distinct users of UA Healthbox - one just getting into the fitness game and needing some help to maximize his effectiveness, and another who has a handle on her fitness and nutrition regime, with UA Healthbox acting as a helpful contributor to the goals she achieves every day.

We knew that while the wealth of UA fitness products would be speaking to a range of individuals with differing levels of skill and motivation, the graphics we used needed to be welcoming, comforting and reassuring to both. By allowing the graphics to tell the story on their own, we ended up with a piece that can be nearly understood without audio, the graphics walking the viewer through the story.

A very tight timeframe dictated that concept, design, shooting and processing would be completed in two week’s time. This included travel time to UA’s HQ in Baltimore, meaning all production had to be done inside of the first week, and all post - including roto-tracking, graphics and color correction - handled in the second week for a delivery date to UA. The first iteration was used internally, and then the process was repeated for an expanded version shown at CES.

The campaign launched at the 2016 CES conference in Las Vegas and the results were incredible. The film was housed on the main UA stage at CES in front of 170,000 visitors. In total, coverage around UA’s products and presence gathered over 1.5 billion individual impressions.

CES named UA Healthbox “the best wearable tech”. Ubergizmo named it “Best of CES.” The UA Record App reached #1 in the App Store immediately after the launch.

Under Armour’s Healthbox and Connected Fitness System continues to be an innovator in shaping the future of fitness culture and empowering athletes to exercise smarter, feel better, and live longer.