Under Armour — Magnetico 6

Under Armour brought Abyss Digital in as a Creative studio to launch the new Magnetico 6 — a campaign film built on one idea: The game at your feet.

Developed and delivered entirely in-house script, creative and art direction, editing, CGI and post-effects, color grading, and sound design. One hero film, three product films, social cutdowns, and campaign key visuals for retail.

The product is engineered around magnetic grip, so we took it to the physics of film. No athlete, no stadium, no crowd — the environment became the only thing that reacts. Iron-filament grass rising toward the boot, particles releasing on the frame of lift, a landing cushioned on repulsion instead of contact. Three product benefits translated into three physical events, with control demonstrated by what the ground does rather than what a player does.