A brand building art director passionate about ➺ exploring type, design and a bit of motion ✴︎ Currently based
in Dubai︎
A brand building art director passionate about ➺ exploring type, design and a bit of motion ✴︎ Currently based
in Dubai︎
Client
Under Armour UAE
Under Armour UAE
Brand Campaign
Run With The Pack DFC 2023
Agency
AKQA UAE
Creative Director
Joshua Lin
Photographer
Izlam Montaz
Copywriter
Rama Ghanan
AKQA UAE
Creative Director
Joshua Lin
Photographer
Izlam Montaz
Copywriter
Rama Ghanan
In 2023, Under Armour and Dubai Fitness Challenge teamed to create—A series of running events designed to bring casual runners together with the guidance of UA local mentors across four major runs across Dubai.
Tasked to build an UA brand experience for DFC 2023, we saw not just an opportunity for a relaunch, but a moment to reframe Dubai’s running space with a new blend of grit, courage, and diversity with a pinch of rawness.
In the end, we pursued a visual language of high contrast, bold typography, and immersive motion to build a visual presence that rewrites the narrative of running with emotion. Run With The Pack’s reach and impact result in not only a bold invitation to run but also a message to build a stronger community.
Tasked to build an UA brand experience for DFC 2023, we saw not just an opportunity for a relaunch, but a moment to reframe Dubai’s running space with a new blend of grit, courage, and diversity with a pinch of rawness.
In the end, we pursued a visual language of high contrast, bold typography, and immersive motion to build a visual presence that rewrites the narrative of running with emotion. Run With The Pack’s reach and impact result in not only a bold invitation to run but also a message to build a stronger community.
