Concept Creation
Creative Direction
Design Direction
For the launch of Melo's 10th shoe, we create an experience that brought his Jordan family to a unique dinner party. We invited all his close family and friends, people he knew from the very beginning of his career. They would ask him questions and discuss this career. The aim was for his answers to be authentic and give fans unprecedented access into Melo's early life and basketball career.

Digital & Social
We also created beautiful cinemagraphs from footage from the shoot. We placed these on various digital and social media platforms.

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