Threadborne-Macy's Herald Square
       
     
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Threadborne-Macy's Herald Square
       
     
Threadborne-Macy's Herald Square

For the launch of Threadborne, Under Armour took over a shop in shop space on the ground floor of Macy’s, a window and a second entrance. The photography of the campaign focused on the light and flowy nature of the fabric so we used lighting to mimic those forms. We also featured digital curtains in both the Shop in Shop and Window to showcase the movement of the fabric along with the athletes of UA. Finally for the secondary entrance we created a sculptural form from the ceiling to drive home this idea of movement.

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UA_Threadborne_Macys_HSQ_SiS_Birdseye_00000.jpg
       
     
UA_Threadborne_Macys_HSQ_SiS_Front_00000.jpg
       
     
UA_Threadborne_Macys_HSQ_SiS_OverviewB_00000.jpg
       
     
Broadway 2016-12-13 17283900000.png
       
     
8-20170114-4MRP4822.jpg
       
     
16-20170114-4MRP4839.jpg
       
     
1-20170114-4MRP4813.jpg
       
     
165-20170114-4MRP5111.jpg
       
     
179-20170114-4MRP5128.jpg
       
     
191-20170114-4MRP5144.jpg
       
     
189-20170114-4MRP5141.jpg
       
     
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