In 2016, Under Armour opened up its first Boston brand house in the iconic Boston Prudential Center. We were tasked with coming up with an idea to promote the grand opening in an innovative way that tied in both Boston's roots as a city and the perseverance and grit that represents the Under Armour brand.

 

   Our concept? The 50 Flight Fight, a 50-floor tower run competition up the Prudential Tower. The competition included UA branding all around and inside the Prudential Tower and attracted people as prominent as Tom Brady and the #1 tower runner in the world. With over 1,500 runners, buzz, and great traffic in the brand house's opening days, the project was a huge success!

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   For this project, I was involved with art directing the visual design of the entire event. From site visits, to creating concept illustrations, to designing all graphic elements, and managing vendors for production and install, we developed bold designs that generated visual interest and engaged runners and spectators throughout the entire building.

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   On this page you will see a small number of the many, many pieces of concept illustration & design work created for this event.

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Skills: Concept illustration, graphic design, creation of design/schematic drawings for scenic fabrication & print, managing vendors, art directing install on-site.