ATYPE Sizzle Reel 

Under Armour

We were asked to create an internal film that would help introduce A-Type, a capsule collection and social movement for Under Armour that would be helmed by A$AP Rocky as brand ambassador and creative director.




The Approach


A collage style mixed media approach. We combined gritty archival to create a raw, immersive piece. Leaning on the energy of the street today, ATYPE was meant to represent the collision of two worlds, sport and street, a uniform for the rebel youth and the underdog.


The video was to be an internal hype-piece that would herald the start of a year long program encompassing experiential, performances and an *incubator space where young artists could come and find community.

*House ATYPE - the yearlong incubator / pop up space at 329 Broome, provided young creators in music, film, fashion, art, and culture with the tools, skills and knowledge to let their voices be heard.


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Roles
Sizzle edit direction, co-led archival research, art direction