Rush Seeding Kit

The RUSH Seeding Kit was a white-glove delivery that immersed UA athletes such as Steph Curry and DK Metcalf in a viral unboxing moment.

Client: Under Armour
Role: Experience Strategy, Art Direction, Pitch
Agency: dotdotdash


Conceptual Direction

This seeding kit told a narrative around the product attributes of RUSH with a combination of reflective, and heat-reactive materials. Participants were prompted with light to place their hands on the launch pad. Hand sensors changed based on the athlete’s temperature and unlock the box and queue the reveal sequence.Once triggered, mechanical arms opened the lid while audio brought the kit life. As the product rises from to box, a subtle fog is released to add tension. A secondary automated mechanism released product capsules and a thermal FLIR camera reflection was portrayed on an embedded display.