Los York > Dexton Deboree 

Unbanned: The Legend Of A.J.1


How to “Creative Direct” a Feature Film —Creative development and art direction for an entertainment property. 

Director and ECD Dexton Deboree 
Production Company Los York
Creative Director Serge Kirsanov 
Main Titles Director Shane “@Grif” Griffin

Post Producer Alex Triviado
Animation Art Directors Daniel Khlohn
Design and Art Direction Serge Kirsanov, John Qudoe Lee, Daniel Khlohn, Angela Wong.  
Producer Nick Thomas, Chad Cork


This is the true story of Air Jordan 1. The shoe that changed the world.

AJ1 was born amid unlikely circumstances, tapped a cultural nerve deep inside a generation and transcended sport to become a global phenomenon - on and off the court. This film looks beyond its iconic image and much deeper than its inherent connection to its namesake - the greatest basketball player of all time, to explore its role in giving birth to the multi-billion dollar sneaker culture, reshaping the game of basketball and influencing popular culture for over 3 decades.
I sat down with the director, Dex, and we started talking about a general idea of what this film wanted to feel like.

From there I created a treatment, with an outline for the main titles, which were to be their own short film, and the art direction for the film graphics which were an integral part of the story telling due to the lack of live action footage. 

Dex and I agreed that Shane Griffin would be the artist to create the main titles film. I then worked with designer John Quodoe Lee to develop the visual langauge. We did some early animation tests that set a motion system and an ownable language. Once we knew where we were going we brought it Daniel Khlohn to art direct the animation of the in-film graphics. 

From there, Dex looked towards the marketing of the film across the extremely loud sneaker & streetwear spaces. I helped with those efforts working on creative direction across social and OOH in partnerhsip with our IMM partners. 

Titles Director: Shane Griffin produced at Los York where we were both Creative Directors at the time. 




Caption.
           
For the main titles, I pitched a short film entirely made in 3D that took us on a “Hero’s Journey.” The conceptual reason for this was to  personify the shoe as the protagonist of the film vs. Michael Jordan himself.  Go check out the titles sequence on Grif’s site, 

 
 
Press & OOH Billboard on Fairfax Ave. in Los Angeles marketing the tease of the film. 



Mark



Nike>Jordan Brand

Chicago Collaborator’s Collection

Jordan Brand and Eight Chicago Collaborators Unite for NBA All-Star 2020.

Jordan Brand Creative Director Derrick C. Lee
Content Agency Falkon
Agency CD, Live Action Director & Polaroids Serge Kirsanov
Photographer Nick Maggio
Agency AD, Design Adam Linden


             A digital, social, & OOH campaign featuring Virgil Abloh, Chance The Rapper’s Social Works, Lyrical Lemondade, Drew the Barber, Sheila Rasheed, SucceZZ, W.I.N.G.S., & Cody Hudson. 





Inspired by the colors of Chicago’s 8 iconic train routes, the city’s top influencers offer signature collections that are right on track. The campaign serves as a canvas for the Chicago creative community to represent their neighborhoods through footwear and apparel as they reimagine what Jordan Brand’s ‘Unite’ rallying cry means to the city of Chicago.


We photographed and filmed each group of influencers on unique colors that tied them back to the city’s metro system as well as their custom apparel and shoe designs. We also took to the underground as we captured each group in the Chicago subway. 
           
The content rolled out across all channels and was featured across both Nike (SNKRS app) and Jordan brand platforms. The campaign celebrated Chicago in the sneaker community as it prefaced and was integrated into a very special NBA All Star Weekend 2020 which was also held in Chicago for the first time in decades.

As the agency, we deliver a “Visual Center” for the brand to distribute to it’s partners, vendors, and other agencies. It serves as an incredibly detailed style guide about how and which assets should be used.

Photos by Nick Maggio. 
Live-action director Serge Kirsanov.
Photos: Nick Maggio. 



Above: Dot Com & Mobile Below: Content film for Virgil Abloh. Everyone in the campaign had a video story.  



           
We shot polaroids of every influencer and asked them to sign each one, this brought about authentic supportive content aligned with the mixed media approach of the ‘Unite’ brand voice. 
Polaroids: Serge Kirsanov

The SNKRS team picked up the content for their app. Featurettes on each influencer were edited to create context for each drop. If you’re viewing this on mobile, and have the SNKRS app check out the feed here.
 




Mark

Under Armour
Protect This House

A flexible and expressive design system for the Iconic shoe and apparel brand. 

UA Alex Bardoff 
ECD, CD, Strategist & Copy:  Scott Hidinger, Serge Kirsanov, Graham Wesley Lewis. 
Agency  Los York
Producer Rachael Einrich, Melina Osario Andrade
Design & Animation Dorian Gourg, Matt Barretto, Radu Pose, Austin Welsley, Laura Pol, Serge Kirsanov, Ha Eun Chang, Greg Fisk, Sasha Chertok. 


Protect This House means we don’t just celebrate the win, we celebrates the messy, tireless, up-before-dawn process that goes into winning.

An attitude best summarized in two words, F*ck Perfect. It’s an affirmation of our commitment to protect the grind that goes into greatness, our spiritual and tonal North Star.

If this design system visually represents the process of the team sport athlete, we must then further drill into what that process really means and what it looks like.

We break it down into 5 main pillars critical to team athlete success. These are Body, Mental Edge, Strategy, Technique and Theory. As we position each of these pillars in relation to the UA brand voice we see a few patterns emerge.

We’re using these 5 categories as a organizational system for our various design elements. The range of categorization assigns value to graphic elements from the gritty physicality of THE WORK, all the way to the planned, intentional, and polished elements of THE WIN.

We then combine these elements in ratios to create the desired effect. 
Motion System Dev.











Photo Voice - The PTH design system is consistent of cooler tones of grey. For photo assets to work well with our graphics, finishing in a cool territory was recommended. We did develop lighting and style techniques for premium and low-fi shooting. 

(Above) Photo Voice Reference Images : by Director Travis Hanour. 


Elements - A brutalist grid, color palette, typographic system, court / field inspired design elements, a 3D logo system, stickers were developed to create a flexible and expressive design language capable of sustaining an extended length of time and a large volume of products expressed across a broad range of channels.


Motion System - parallel to defining the design system we started to explore what it looked like in motion, across organic and paid social as well as broadcast. 


 

Mark



Nike>Jordan Brand

Seasonal Branded Content —  Toronto


Here’s a selection of photographs we shot together for Jordan’s seasonal campaigns in Toronto. The scale of these shoots is impressive, up to 30 individual products, styled in multiple ways, are captured over the course of several days with 3 photography units and a splinter video team. The assets need to satisfy all digital needs of the brand for the entire season with the exception of shoe and apparel drops. 

Jordan Brand Creative Director Desmond Marzette
Content Agency Falkon
Agency CD,  Director, Photo Editor Serge Kirsanov
Photographers Carlos Serrao & Monica May
Stylist Jourdan Kadow
Producers Matias Letelier, AJ Martinez, Cosmo Wolski
Producers Martha Smith, Sara Robin















Mark



Nike>Jordan Brand

Seasonal Branded Content — NYC

Fall Seasonal Shoes and Apparel shot in New York with Carlos Serrao and Monica May. 
Jordan Brand Creative Director Desmond Marzette
Content Agency Falkon
Agency CD,  Director, Photo Editor Serge Kirsanov
Photographers Carlos Serrao & Monica May
Stylist Turner Turner
Producers Matias Letelier, AJ Martinez, Cosmo Wolski
Producers Martha Smith, Sara Robin















Mark