NIKE: JORDAN XXX REVEAL

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Role: Art Direction / Concept / Design & Matte Painting

Client: NIKE
Produced by: WE ARE ROYALE

NIKE: JORDAN XXX REVEAL

THE CHALLENGE

For thirty years Air Jordans have evolved and captured consumers. With the next release coming up, Tinker Hatfield and Mark Smith invited the team at We Are Royale into the process to help visualize combining their ideas as one inspiring image. This visualization would then be pitched to Michael Jordan himself. 

THE CONCEPT

It was all about the jump man. Every aspect of the visual and video had to do with Michael Jordan’s career. From the globe in his hands to his expansive interstellar influence, every detail had a purpose and connection to Jordan. Layers of details were woven into the larger than life sculpture. Even the camera slowly rotated around the silhouette to highlight each part of it.

MY ROLE

I joined the project early on as the art director and designer. It was challenging to come up with a solution that best visualized all of Tinker Hatfield and Mark Smith’s ideas together. After exploring awhile, I developed the look of the jump man’s sculpture. From there, I worked with the team at We Are Royale and Nike to refine the exact details and look for the reveal spot. As I oversaw the process, I helped the CG and comp team with matte paintings and elements to use in production. I developed a look for the logo that fit the video and designed a printable version as key art. We also worked with an added vendor to create a stereoscopic version of the reveal spot. 

THE OUTCOME

Most importantly, we got to work with Tinker Hatfield and Mark Smith to create a celebratory piece that Michael Jordan signed off on for the 30th anniversary. In addition to the reveal spot, we delivered event content for the release.