Client: Jordan
Date: Oct 2018
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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.


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 Company Iconoclast

Director Manu Cossu

Executive Producer Valerie Romer

Line Producer Julien Lemaitre

Director of Photography James Laxton


Editorial Company Cartel

Editor Ernie Gilbert

Post Producer Greer Bratschie

Post Executive Producer Lauren Bleiweiss


Sound design company Wave Studios

Sound Designer Chris Afzal

Producer Vicky Ferraro

Song (if applicable) Stargazing

Artist/Composer Travis Scott


Mix Company Sound Lounge

Mixer Rob Sayers

Producer Liana Rosenberg