JORDAN : EVERY 2ND COUNTS

Short List
TitleJORDAN : EVERY 2ND COUNTS
BrandBRAND JORDAN
Product / ServiceJORDAN BASKETBALL : AJ32S
CategoryA01. Direction
EntrantAKQA Shanghai, CHINA
Idea Creation AKQA Shanghai, CHINA
Production DOOMSDAY ENTERTAINEMNT Los Angeles, USA
Production 2 HUMAN Santa Monica, USA

Credits

Name Company Position
Eric Cruz AKQA Executive Creative Director
Peepo David AKQA Associate Creative DIrector
Morris Lee AKQA Associate Creative Director
Chelsea Shen AKQA Designer
Yoush Huang AKQA Associate Account Director
Bridget Hong AKQA Senior Project Manager
Alastair McKevitt Doomsday Director
Jason Cole Doomsday Executive Producer
Sean Porter Doomsday Director of Photography
Aaron Tompkins Rock Paper Scissors Editor
Craig de Leon Human Music Director
Loren Silber Lime Sound Designer

Brief Explanation

Commit To Win. Only you can decide the result of the game. But what if you’re up against failure — man’s toughest opponent — how do you fly above? Jordan Brand created a short film about commitment and failure. The story of a Chinese baller who wakes up to the same game and loses over and over again. Does he give up? Or does he get up and try again? The film generated 2.8M views in the first 3 hours on Weibo, and 36M++ total views across Jordan’s social channels.

Execution

To remain authentic and true to the sport of basketball, we worked with the real ballers of China, casting from street ballers, high school league players and up and coming pro hopefuls who had never acted before. Our challenge was to create a convincing film with an amateur cast of characters.

Links
Social Media URL