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For Women’s History Month, activewear giant Under Armor tapped playworkgroup to develop an omnichannel campaign aimed at inspiring and empowering its female customer base. Our “I’m Pretty” campaign, launched in March 2017, went viral around the globe and surged over into UA’s main and men’s platforms, thanks to a provocative, emotional message conveyed through a striking graphic treatment as well as a highly successful interactive meme generator and branded merchandise.
Campaign graphic treatment — featuring Under Armour Women athletes and typographic branded I'm Pretty statements to be featured on social media channels including Instagram, Twitter, Facebook, and Pinterest.
underarmour.com/impretty micro-site design