A RESTLESS SUMMER.

Rest Less is the biggest and most ambitious campaign I’ve worked on, and the one I’m proudest of. For Under Armour’s FW26 Sportswear launch, we created Hotel Armouré, a fictional five-star resort where elite athletes check in for the off-season but can’t switch off. We told it as an episodic series rather than a one-off ad, which gave it room to grow across film, social and creator content.

The cast brought it to life: Ferran Torres, Fermín López and Ollie Watkins as the guests, Nick Mohammed as Fergus the hotel manager, plus cameos from Rilès and Sharky, with creators Pool Guy and Jack.Designs making their own films inside the hotel. We shot across three countries. We filmed the hilltop exterior and pool scenes in Girona, the interiors in Paris, and finished in Birmingham with a fully redesigned suite at The Belfry for Ollie’s golf-in-a-robe moment. The art department was exceptional. We branded everything down to the slippers, towels and gold plaque, and made three different buildings in three countries look like one hotel. And we did it all in February, while making it look like the height of summer.

As Senior Account Director, I was the main point of contact for Under Armour and led the project from end to end. I brought together and managed a core team of five across production, strategy and creative, keeping everyone aligned through a fast-moving, multi-country shoot and a detailed approvals process, so the idea held together from first pitch to final delivery.

Rest Less was briefed as a social-first campaign, but it performed so strongly that it went beyond social. The main film ran on VOD and BVOD across the UK, France and Spain and played in UK cinemas, supported by teasers, creator content and a week-long Hotel Armouré experience in Marbella. Under Armour’s Creative Director called it “the best thing Under Armour have ever made.”