DRONE DROP
Reimagining the sneaker drop like never before
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OVERVIEW
In a sneaker world dominated by the same brands for decades, Under Armour challenged us to make the Curry 4 impossible to ignore. I helped create the world’s first sneaker drop by drone, turning the launch of Steph Curry’s latest signature shoe into a citywide chase across the Bay Area.
Creative Direction
Art Direction
DROP FROM ANYWHERE
The idea was inspired by Steph himself. Just as Curry can pull up and launch from anywhere on the court, the Curry 4 could drop anywhere in the city at any moment. We took the sneaker “drop” literally, using drones to deliver pairs of autographed Curry 4s directly to fans.
THE THRILL OF THE CASE
We created a custom interactive map that sent fans racing across Oakland, San Francisco, and beyond in search of secret drop zones. Fans had to follow clues, track locations, and get there first for the chance to secure a pair.
CREDITS
Creative Director
Patrick Cho
Executive Creative Director
Roni Sebastian
Creative Director
James Littlejohn
Director of Technology
Andy McDonald
Experiential Partner
Pineapple Agency
