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Nike > Jordan Brand

All Star Weekend 

Experiential content for All Star Weekend – Los Angeles.

Jordan Brand Creative Director: Derrick C. Lee
Content Agency: Los York
Agency Creative Director: Serge Kirsanov
Photographer: Carlos Serrao
Executive Producer: Martha Smith
Producer: Maris Herrington
Lead Designer & Animator: Kenneth Kegley
Designer & Animator: Adam Linden
Editor: Dominic LaPerriere
Coordinators: Sterling Adgate, Sara Robin

            Los Angeles got some additional star power as NBA players poured in for the league’s annual All-Star game, which took place at the Staples Center on Sunday, Feb. 17. But the weekend wasn’t all basketball. There were plenty of lounges, concerts and night-time celebrations. Jordan Brand had multiple event sites all over the city including tournaments, roof-top parties, workshops, concerts, and retail. We created type design animations and films, concert visuals and activation projections. For consistency we deployed JB’s ASW indentiy featuring bold, authentic typogrpahy. Want to check out some more? Check out the “recap” film here.


Space 1: Studio 23

            An invite-only shoe lab and retail activation, complete with 2 recording studios and a partnership with Interscope Records. We made a variety of films for the specific spaces in the experience:  a split LED screen entryway, a video wall, and a 4-channel 2 story projection. Below is one of the films we put together with a variety of captured and existing footage. The GIFs are showing some of the spaces where these films were projected.   

<sup>Below: Jon Lopez


Below: Astound</sup>




           
 

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^{Above photo: SouthSouth West}


Space 2: #23Black Event
    
^{Below photo: Projected visuals on shipping containers.} 


             The brand hosted Travis Scott, SZA, and many other performers for the night cap that closed off the weekend.  The identity was  deployed as animating typographic content overlayed on top of live action visuals that were projected at the exclusive live concert. The visuals were projection mapped onto 3 different stacks of  shipping container pyramids set behind the performers. 


^{Above: Travis Scott, SZA
Below:   Concert Visual Animations}

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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. 

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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.

           
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. 

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.

Nike>Jordan Brand > Content 

UNITE Capsule

featuring Neymar Jr. 

Jordan Brand CD Desmond Marzette
Director Serge Kirsanov
Cinematography Leo Histin
Editor Josh Hegard
Color Rick Wilson
            

‘UNITE’ is Jordan Brand’s rallying cry for the Jumpman community. The campaign features cultural icons from fashion to music and of course sports. Past films have feautured NAS, Virgil Abloh, Kim Jones, Teyanna Taylor.

I was fortunate enough to direct this film for Neymar Jr. shot in Paris with Jordan’s EMEA team.  At the end of the day, hard work is simply that, regardless of where you came from or what you’re dreaming to become. ‘Ney’ finds parallels between hip-hop, basketball, and soccer cultures – tying them together with the fundamentals of dreaming big and working harder than anyone else. As he explains how M.J. was his idol, his narrative comes full circle as he becomes the Michael Jordan of his generation. We shot on digital and 16mm film. 

Los York > Dexton Deboree 

Unbanned: The Legend Of A.J.1

Creative development and art direction for a feature length documentary about Michael Jordan’s AJ1. 

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, Jose Checa, Chris Phillips, Shane Griffin, Morten Kühl Christensen, Sam Cividanis  
Producer Nick Thomas, Chad Cork

The Jordan 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 Deboree, 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. 

           
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.  

Falkon Content > Jordan Brand > The Ones

Sterling Shephard

A brand design system for UA’s sub-brand BaseLayer.

Photographer Anthony Blasko
Creative Director Serge Kirsanov.
Art Director Beatrice Thompson