Under Armour Cam Newton Snapchat Game

Snapchat Ad and game design
Role: Creative Direction, Design Lead, Motion

Credits:
Roni Sebastian, Andrew Dowis, Adam Lovell, Zach Glass, Allison Kahan, Marc Yates, Tony Kanell, Ron Jensen, Justin Feinstein, Taylor Grant, Sam Schoenholtz

At RED, our team built one of the very first branded Snapchat game for Under Armour. It was a fun learning process and huge cross-team effort.

From sketches to final product

We started with a rough storyboard and few images from the video spot shoot from Droga5. We came up with a third person runner game concept that features our hero, Cam Newton, running through the woods.

Key results

20%

2 Million+

78

Engagement rate

Total plays

Seconds avg. play duration

The game

We aimed to build excitment around Cam Newton's new shoe and campaign, while letting fans interact with their favorite athlete.

Game UI

I led the experience design of the UX and UI. It was intended to be very minimal and intuitive so that the content and the game are the heroes.

Press

Since this is a one of a kind project, the Snapchat game received 941,500 potential total impressions during the week of launch.