Uncommon’s debut Nike Jordan work features all-female cast and crew
The ad campaign also boasts musical direction from American singer-songwriter Teyana Taylor.
In its first spot for the Jordan brand by London’s Uncommon Creative Studio, stars aspiring basketball superstar Kamaya Jones. The ad takes viewers through key moments in her professional and personal life from walking the high school hallways solo to traveling to and from practices. ‘Beyond’ details the often-lonely journey to become the best.
The sentiment echoes the beginning of another basketball legend, and brand namesake, Michael Jordan who signed a deal with the sports giant over four decades ago. He has just started playing for the Chicago Bulls at the time and the rest is history.
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Directed by Karim Huu Do, the project lead creative was Sanam Petri with production from Object & Animal.
Shannon Watkins, global chief marketing officer at Jordan Brand, said: “Beyond. Beyond is a love letter to youth globally – an invitation to soar – beyond fear, beyond doubt, beyond those who’ve come before!”
To coincide with the emotive film, a modern rendition of Minnie Riperton’s Les Fleurs has been reimagined by up-and-coming 17-year-old artist Kaelynn Hayes.
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