Under Armor - WALL OF WILL
Bringing Under Armour’s ‘I WILL’ mantra to life with an interactive, real-time digital activation in downtown Toronto, engaging athletes and pedestrians through motion, technology, and community-driven participation.
2020
UNDER ARMOR
CREATIVE DIRECTION
DESIGN INNOVATION
IMMERSIVE EXPERIENCES
3D / MOTION
UNDER ARMOR
MAKERS
LG2
REFLEKTOR DIGINAL
YYZ
To celebrate the launch of Under Armour Canada’s social media channels, we created a massive, interactive billboard in the heart of downtown Toronto. The activation invited pedestrians to take part in one of five exercises, with each participant’s effort helping to fill a letter in Under Armour’s iconic slogan: "I WILL." This high-energy event transformed public engagement into a visual spectacle, reinforcing the brand’s commitment to athleticism and perseverance.
With the help of brand ambassadors and a custom-built tablet app, we tracked each participant’s effort, Instagram handle, and real-time progress, instantly pushing their contributions live onto the billboard. This seamless integration of digital and physical interaction amplified the event’s impact, making every participant feel like a part of something bigger.
My role was to design the visual language for all states of the billboard throughout the three-day event. Working closely with the development team, we combined pre-rendered video backgrounds with layered graphics, secondary animations, and real-time visuals. This approach ensured a dynamic, polished, and high-energy display that not only engaged the crowd but also elevated Under Armour’s presence in the city.
process
Cinema4D was used to generate some of the mesh background animations, combined with 2D glitch effects created in Adobe After Effects. Various visual states where created, for example, an idle state which played overnight that pulled pre-selected instagram photos of the event.
PNG sequences were also generated for the particle animations that come out of the animated excercize icons, the more effort someone put into it, the more particles would be generated to help fill up the letters.
2025
GARCIA PORTFOLIO
CREATIVE DIRECTOR
Toronto-based creative director specializing in digital experiences, motion, and interactive design. I bring a hands-on approach to crafting innovative, high-impact work for global brands and agencies, pushing the boundaries of creativity and technology.
CONTACT