PROJECT
Under Armour Tunnel at Kings Cross Station
OVERVIEW
In the summer of 2021, Under Armour wanted to create a dynamic experience that celebrated the professional boxer, Anthony Joshua and that would excite fans for his upcoming championship match.
Working closely with Kerry Roper, ECD at Saatchi & Saatchi London, on a strategic and creative approach, we proposed that Under Armour take over a 72 meter / 236 feet long tunnel at Kings Cross railway station. This important tunnel connects London’s Underground to several Overground trains and is a transit hub in the city center that sees millions pass through each day.
For the design of the tunnel, we focused on a narrative that showcased the mental and physical preparation Anthony goes through in his daily routine, while also celebrating his journey to the top of the boxing world. I led the design and art direction for this piece, collaborating closely with photographers, a production designer, and client to create iconic imagery and bold typography that highlights Anthony’s story and is rooted in the core of Under Armour’s brand identity. In addition to the floor-to-ceiling visuals, we created a bespoke soundtrack that played in the tunnel and featured Anthony’s voice reciting his mantra, inspiring messages, and match day sounds, all mixed with the music that motivates him.
DESIGN ART DIRECTION PRINT
