As Dennis Smith Jr. (DSJ) was preparing to show off his extraordinary abilities in the 2018 NBA Dunk Contest, we were preparing an activation featuring DSJ—one of Under Armour’s rising rookie athletes—in order to connect with UA's younger target audience of basketball fans.
Inspired by DSJ’s extreme dunking abilities, we created a custom Augmented Reality (AR) experience using Snapchat’s Lens Studio that would allow users to “posterize” their friends by having DSJ fly in and dunk on them.
By leveraging AR, we were able to extend DSJ’s dunking ability on full display in an engaging, shareable way that generated excitement prior to the dunk contest and awareness of DSJ as an Under Armour athlete.
Digital advertisement created by Endeavor, United States for Under Armour, within the category: Fashion.
Executive Creative Director: Roni Sebastian
Executive Producer: Andrew Page
SVP Client Partnerships: Nikki Shum-Harden
Designer: Jaye Thompson
Senior Developer: Steve Arbizo
Director of Technology: Andy McDonald
Executive Creative Director: Jared Kroff
3D Animator: Ryan Bird
3D Artist: Dillon Thompson
Production Coordinator: Tasha Firth
Client Lead: Corey Nocco
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