Jordan: advert-body-1 by Wieden+Kennedy
- Location:
Jordan Brand has launched its latest campaign to coincide witth the launch of its latest basketball shoe, the Air Jordan XXXIII with the help of rapper/producer Travis Scott and select groups of high school ballers across the country.
In the Wieden+Kennedy made 'Principal Scott', the artist behind top album Astroworld, almost growls into the loudspeaker to the players.
“You’ve been away for the summer.” says Scott as the blue-chip recruits run their drills. “All work, no play: starving.”
The fruits of the young athletes' hustle and labor is to come, hints the spot. After late nights and early mornings spent practicing to play under brighter lights and bigger stages, Scott says: “It’s time to eat.”
The ‘Class of’ concept has been used as a rallying cry for high school students since 2016, when the Air Jordan sole marked its 30th anniversary. The teaser coincides with the global launch of the 33td iteration of the sneaker, as well as the tip-off of Jordan’s ‘Class of XXXII’ season of high school contests.
Credits
Agency: W+K New York
Creative Directors Caleb Jensen, Jimm Lasser
Copywriter Matt Mulvey
Art Director Lawrence Melilli
Executive Producer Orlee Tatarka
Producer Dom Tunon
Social Strategy Carlos Tovar
Strategic Planning Aya Watanabe
Media/Comms Planning Branden Bouvia, Eddy Hiraldo
Account Team Jordan Muse, Ramiro Del-Cid, Chad Muratev
Business Affaires Lindsey Timko
Project Management Carly Lissak
Executive Creative Directors Karl Lieberman
Head of Production Nick Setounski
PRODUCTION
Production Company Iconoclast
Director Manu Cossu
Executive Producer Valerie Romer
Line Producer Julien Lemaitre
Director of Photography James Laxton
EDITORIAL
Editorial Company Cartel
Editor Ernie Gilbert
Post Producer Greer Bratschie
Post Executive Producer Lauren Bleiweiss
MUSIC + SOUND DESIGN
Sound design company Wave Studios
Sound Designer Chris Afzal
Producer Vicky Ferraro
Song (if applicable) Stargazing
Artist/Composer Travis Scott
MIX
Mix Company Sound Lounge
Mixer Rob Sayers
Producer Liana Rosenberg