STYLISED MEDICAL ILLUSTRATIONS FOR PRODUCT LAUNCH CAMPAIGNS

CREATIVE DIRECTION
Nico Johnston

BACKGROUND
Now Medical Studios teamed up with the Under Armour UA HOVR creative team to create stylised medical illustrations that could be used as background artwork to help add to the overall brand and product story. UA’s HOVR Machina shoe is a design like no other running shoe. It’s build is created to optimise a runner’s gait, stability, and propulsion. Our role here was to dive in and illustrate the anatomy of a runner, a runner’s stride, optimal footstrike of a runner, phases of a run, as well as highlight the key features that create this technically advanced shoe.

ARTISTS
Susie Brighouse, Annie Campbell