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Gone. Dark. 

Client

Under Armour

Location

Global

What I did

Copy, concept, social content

Under Armour needed an online concept based on the Droga5 campaign It’s what you do in the dark, that puts you in the light. We created Gone. Dark.. All Under Armour athletes went dark on social media to fully focus on their training. And when they went dark, many followed. Besides going dark on social media, we equipped 47 athletes with a special POV camera to shine some light on what they do in the dark. It recorded 24/7 and showed the athletes in all stages of their daily training schedules. We used this raw material and distributed it via social media, generating over 20 million impressions in only 7 days. 

Under Armour - Gone. Dark.

Under Armour - Gone. Dark.

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© Niels Carels

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