Under Armour — Content Series
Train Your Game
The Challenge
Under Armour needed to transform UA Rewards from a passive loyalty program into an ongoing content ecosystem — one that gave athletes a reason to return, engage, and invest in the brand beyond a transaction.
At Code and Theory, I co-led the creative direction and production strategy behind "Train Your Game" — a 20-episode series designed to turn performance education into serialized brand engagement. The goal wasn't isolated campaign assets, but a flexible content system capable of evolving alongside athletes, coaches, and the UA community.
My Role
- —Co-led creative direction for the series
- —Directed episodic film production across US + UK shoots
- —Built the visual system spanning Move / Sleep / Eat / Breathe / Think
- —Oversaw scripting, motion systems, editorial, and post workflows
- —Developed the interactive production guide and delivery framework
- —Directed and edited multiple episodes
20
Episodic films
US + UK
Global production
5
Content categories
3M
memberships post-launch
01 — Building the Visual System
To unify creative across 20 episodes and multiple production teams, we established a comprehensive visual framework built around five athlete performance categories: Move, Sleep, Eat, Breathe, and Think. Each category had defined visual language, motion behavior, and tone — giving every episode a shared identity while leaving room for individual stories.
02 — Production & Direction
Shoots spanned multiple US and UK locations featuring professional athletes and performance coaches. Directing episodic work at this scale required consistent creative judgment across casting, cinematography, and on-set decision-making while maintaining the system's cohesion from episode to episode.
03 — Interactive Production Framework
To unify creative, production, and delivery across a large episodic rollout, we built an interactive production framework that standardized everything from concept development and scripting to motion behavior and final delivery specifications. This wasn't documentation — it was infrastructure. It allowed multiple teams across two countries to work in parallel without losing creative coherence.
04 — Content Ecosystem
The final content library — 20 films, five visual systems, and an integrated loyalty ecosystem — helped UA Rewards exceed projections, reaching nearly 3 million members by 2024.
Credits
Agency
Code and Theory
ACD / Film Director
Jon Sontag
Senior Creative Director
Soli Moshfeghian
Creative Director
Craig Kind
Executive Producer
Ana Moreno
Cinematographer
Jules Philippi
Writers
Craig Kind, Marcus Thompson
Editors
Kristof Deak, Jon Sontag
Motion Design
Saulo Jamariqueli, Cris Weigandt, Chicoh Andrade, Bernardo Marinho
Producers
Gil Kolirin, Rob Ernst
Sound Design
Luca Sammuri
Lead Art Director
Seth Roberts
Lead Product Designer
Dominika Conroy
Photographers
Lusha Alic, Rob Williamson