Jordan: Maya Moore Wings by Wieden+Kennedy

Client: Jordan
Date: May 2018
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Remaking the iconic 'Wings' image of Michael Jordan with a different player deserves respect, and that's easy to come by with WNBA star Maya Moore.

The Minnesota Lynx champion is arguably one of the best to play the sport, and a highlight reel accompanies the uncovering of the image. The ​60-second ​spot, 'Maya Moore Wings,' launch​ed​ during the WNBA opening game as Moore receive​d​ her fourth WNBA title ring Sunday night.

The film, directed by Nabil Elderkin, shows Moore recreating the photo while revisiting her career highlights, including childhood footage obtained from Maya’s mother from an in-person visit to Georgia.

​The soundtrack to the spot is Nina Simone's Feeling Good,​ remade by Amber Mark, which evokes the feeling of a new dawn for Moore.​ ​In the final seconds of the film, you hear the words of Michael Jordan himself, reworking the quote: "No bird soars too high if she soars with her own wings," which was a line edited from the original poster).

The spot launch​ed​ on brand Jordan's social channels, on the Nike + Snkrs app, and is accompanied by out of home features in New York, Los Angeles and outside of the newly renovated Target Center in Minnesota.​

Credits

CLIENT - Jordan

PROJECT NAME - WINGS

CLIENT CONTACT - Desmond Marzette

LAUNCH DATE - 05/20/2018

W+K NEW YORK

Executive Creative Director - Karl Lieberman

Creative Directors - Caleb Jensen, Jimm Lasser

Art Director - Lawrence Melilli

Copywriter - Matt Mulvey

Head of Integrated Production - Nick Setounski

Executive Producer - Orlee Tatarka

Account Team - Jordan Muse, Liz Lindberg, Ashley Pratt

Brand Strategist - Brandon Thornton, Aya Watanabe

Social Strategist - Jessica Breslin

Art Producer - Pietro Clemente

Business Affairs Manager - Justine Lowe, Lindsey Timko, Brit Freyer

Media Planning - Karlo Cordova, Branden Bouvia, Chad Muratev

Traffic Managers - Sonia Bisono

Project Manager - Kristin Daly/Carly Lissik

Director of Art Production - Deb Rosen

Head of Business Affairs - Patrick O’Donoghue

PRODUCTION

Production Company - RESET

Director - Nabil

Executive Producer - Deannie O’Neil

Line Producer - Leslie Vaughn

Director of Photography - Darius Khondji

EDITORIAL

Editorial Company - Joint Editorial

Executive Producer - Michelle Carmen

Editor - Tommy Harden

Producer - Renee Haar, Aly Ryan

Assistant Editor - Stephen Nelson

VFX

VFX Company - Bonfire VFX

Flame Artists - Brendan O’Neil, Pierina Bustamante

SOUND MIX

Mix Company - Joint Editorial

Mixer - Noah Woodburn

Audio Assistant - Natalie Huizenga

Executive Producer - Leslie Carthy

MUSIC: “FEELING GOOD”

Music House - Walker

Executive Producer - Sara Matarazzo

Composer - Christopher Keyes

Vocalist - Amber Mark

Vocal Arrangement - Amber Mark

COLOR GRADE

Color Company - Co3

Colorist - Tom Poole

Assistant Colorist - Jenny Montgomery

Producer - Alexandra Lubrano

PHOTOGRAPHY

Photographer - Carlos Serrao

E45: Different Days by Havas

Added 20 August 2018
Agency: Havas
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