The UA Smartform Evolution Bra was truly created as the easy go-to sports bra that would adapt and mold to every woman’s curves perfectly—a custom fit with uncompromising support. (2023)

Creative Director:
Giselle Lewis-Archibald

Sr. Designer:
Sarah Seamonson

Digital:
Carissa Pray

Copywriter:
Rayna Jensen

Photography:
Don Razniewski, Rachel Link

Social:
Leila Khadrane

Production:
Emily Bois (UA), Lydia Richards (UA)

Retail Agency:
Cinco

Breathing changes everything—your skin, your workout, your perspective, your attitude, all of it. In this collaboration with Under Armour x Philosophy brands, we seeded two products that played off the idea of breathable support to give her the confidence to jump right in and own every moment of the day. I designed this kit to create a seamless experience between the two brands. (2016)

The goal was to extend the story of the larger campaign “BE THE ATHLETE NO ONE SAW COMING.” The next MVP. The next GOAT. You’re not the next anyone—you’re the next you.

Under Armour athletes, Joel Embiid and Jordan Thompson, will lead a global pack of athlete support designed to help amplify the importance of not letting comparison keep you from your own greatness.

Together, Under Armour, Tom Brady and UA athletes are encouraging the next generation to level up and embrace the opportunity to be the athlete no one saw coming. (2022)

Creative Director:
Giselle Lewis-Archibald

Creative Director:
Alex Bardoff

Agency partner: Tool

Photographer:
Marquis Harper Jr.

Production:
Emily Bois

Training is a place for team building, experimentation and mistakes. At the beginning of the year, the goal was to remind athlete that this is their season. Let the world know there’s nothing you can’t do. (2022)

Creative Director:
Giselle Lewis-Archibald

Agency partner: DOMO

Director:
Andre Stringer, Julian King (DOMO)

Photography:
Don Razniewski

Production:
Emily Bois (UA), Eric Press (DOMO)

Executive Producer of Under Armour and iHeart Media’s UA Sweat the Details, a sports and training podcast made by women, for women. Collaborated on original concept, episode development, host selection, and guest selection. Season 1 garnered over 100k downloads with a 65% listen-through-rate, higher than the industry average LTR of 50% and representing a 9.6% lift compared to UA’s previous branded podcast initiative.

Constellation, an Exelon company, is a leading competitive supplier of power, natural gas, renewable energy and energy management products and services for homes and businesses across the continental US. The following package was created to introduce and establish Constellation’s brand name and drive conversation within the New England region. (2013)

Under Armour believes in the power of sport but many young athletes face obstacles that may prevent them from participating and enjoying the gifts that sports provide. This work kicked off Under Armour’s commitment to breaking down the barriers that many athletes face—like not having a team, gear, or the right support—by creating opportunities in sport for millions of youth by 2030. (2022)

Agency partner: DOMO

Creative Director:
Giselle Lewis-Archibald

Director:
Andre Stringer, Julian King (DOMO)

Photographer:
James Michelfelder, Alex Aguiar

Creative Lead (Digital):
Elena Howland

Production:
Erinn Kahle

This experience is grounded in the concept of “the arena”—that hallowed space you enter to put yourself to the test. This metaphor of stepping in—and the BOLDNESS that requires—aligns with the strategic goal of inviting consumers to step in to our space and join the Project Rock community. (2023)

Agency partner: DOMO

Creative Director:
Giselle Lewis-Archibald

Director:
Andre Stringer (DOMO)

Photographer:
Nik Jung

Digital Designer:
Debra Forish

Production:
Clayton Gabor (UA), Erik Press (DOMO)

I collaborated with the content team and led creative efforts for this influencer and athlete-led web series. An influencer host unlocks her performance potential with support from Team UA. 71.5% View Rate, compared to 28% benchmark, and CPV as low as $0.03. The series also resulted in an 80% search lift on YouTube and 66% search lift off the platform.

2021

Designed in collaboration with Misty Copeland, the collection captures the themes in her life and fashion that she holds close.

The direction paired Misty’s athleticism and style with the intricate design and sketches developed by the collection designer. (2017)

Creative Director:
Sean Flanagan

Art Director:
Giselle Lewis-Archibald

Copy:
Devon Alessi

Designer:
Alexandra Haloszka

Illustrator:
Craig Gross

2014

Associate Creative Director:
Carl Nielson

Sr. Graphic Designer:
Giselle Lewis-Archibald

Photographer:
James Michelfelder

Creative Director:
Giselle Lewis-Archibald

Sr. Designer:
Sarah Seamonson

Design Toolkit Partners:
Los York

Digital:
Anna Mulry

Copywriter:
Rayna Jensen

Director:
Michael Clarke, Sort of Satisfactory (SOS)

Production:
SOS, Amanda Jones (UA)

Retail Agency:
Cinco

The characteristics of the collection inspired by Misty Copeland were transformative, evocative and fierce. We created distinct spaces for each characteristic to come to life.

Creative Director:
Sean Flanagan

Art Director:
Giselle Lewis-Archibald

Copy:
Devon Alessi

Designer:
Alexandra Haloszka

The Rehoboth Beach Film Society produces an annual independent film festival. The program guide for the festival highlights sponsors, film screenings and festival events. The theme of sun, sand and film was carried through the pages of the guide.

Agency: Siquis Ltd.

Constellation, an Exelon company, is a leading competitive supplier of power, natural gas, renewable energy and energy management products and services for homes and businesses across the continental US. The following package was created to introduce and establish Constellation’s brand name within the newly deregulated Ohio market.

Agency: Havas Discovery

Constellation, an Exelon company, is a leading competitive supplier of power, natural gas, renewable energy and energy management products and services for homes and businesses across the continental US. This series of print ads were used to promote their natural gas service.

Agency: Havas Discovery