And the next part actually needs to be explained because it does not look good: This is an old project, and this is all i got out from my old workplace for the app, to my portfolio website. Well…

The concept

The idea was built around one of the simplest and most universally accessible forms of exercise: running stairs.

Participants competed to see who could complete a staircase in the fastest time, turning everyday urban environments into arenas for personal performance and social competition.

The concept was designed to work both digitally and physically, allowing the campaign to grow from individual challenges into shared content, influencer participation and live events.

The digital experience

We developed a location-based web app that allowed users to discover nearby staircases using GPS, record their times and compete against other participants.

Users could share their results on social media, challenge friends and follow their position on the campaign leaderboard. The app also included targeted Under Armour offers, connecting participation directly to the brand and its products.

The experience was designed to be intuitive, competitive and easy to join, whether users wanted to challenge themselves, compete with friends or try to beat one of the campaign ambassadors.

Influencer activation

Some of the leading female fitness influencers in Finland and Norway were brought in as campaign ambassadors.

Through their own channels, they shared their Stair Battle results and invited followers to beat their times, creating a natural bridge between the app, social media and the wider fitness community.

The influencers gave the campaign local relevance and credibility while helping it reach highly engaged audiences in both markets.

Film and international execution

To support the campaign, I developed the creative ideas, scripts and storyboards for a series of films produced in different countries.

Each version followed the same core concept and campaign structure, while being adapted to the local audience, talent and market. This created a consistent international campaign platform without losing local relevance.

The films were distributed through paid social channels across multiple platforms, driving awareness and participation throughout the campaign period.

Live events

The campaign culminated in live Stair Battle events in Oslo and Helsinki.

Participants could compete against one another and against the campaign influencers, bringing the digital leaderboard into a physical event setting. Exclusive Under Armour prizes added further incentive and strengthened the connection between performance, participation and the brand.

I was responsible for the campaign’s creative concept and direction, including the campaign identity and logo, app design, event materials, and the concepts, scripts and storyboards for the films.

The result

The Stair Battle transformed a simple physical challenge into a scalable, social and highly participatory brand experience.

By combining GPS technology, social competition, local influencers, paid media and live activation, the campaign gave Under Armour a direct and engaging way to connect with women in Norway and Finland.

The result was a cohesive campaign designed to move seamlessly across markets, platforms and real-world environments, turning everyday stairs into an arena for ambition, community and performance.