As a freelancer at DigitasLBi I had the exciting task of writing social media copy for Under Armour. This included writing in their hardcore and motivational tone of voice as well as in the language of their athletes.
The concept? Under Armour athletes would “Go Dark” on social media so as to focus on their training. Once back “in the light” they would reveal their hard work on their social accounts. While ‘dark,' I also wrote the copy for their campaign photography. The irony was not lost on me.
Check out the full case study here.
Later I was brought back to work on the campaign for the Under Armour Healthbox (RIP), a fitness tracking system. Through provided research I wrote short inspirational copy that focused on the four elements the system assisted: Activity, Nutrition, Fitness, and Sleep.