COMMERCIAL CAMPAIGN
Client: Jordan Brand
Agency: AKQA Shanghai
ROLE: Executive Producer
“To be successful you have to be selfish or else you never achieve. And once you get to your highest level, then you have to be unselfish. Stay reachable. Stay in touch. Don’t isolate.” — Michael Jordan
THE CHALLENGE: To extend the Brand Jordan’s global UNITE campaign for the China market.
THE APPROACH: Create a story about leadership — grounded in MJ’s own words — and the way a true leader not only establishes the foundation for his or her team, they are the ones who lift everyone around them. The voice over reinforces this message in each vignette.
I was the executive producer for AKQA Shanghai, managing every aspect of the project from storyboarding and script development to final delivery. Our director was Christopher Hewitt from Smuggler; Adam Marshall from Whitehouse Post was our editor; all VFX and finishing was done at Digital Domain Shanghai; music was by SixtyFour Music; sound design came from Wave Studios; and all mixing was done at GUM Asia. Truly an all-star team.
