Title | JORDAN : EVERY 2ND COUNTS |
Brand | BRAND JORDAN |
Product / Service | JORDAN BASKETBALL : AJ32S |
Category | A01. Direction |
Entrant | AKQA Shanghai, CHINA |
Idea Creation | AKQA Shanghai, CHINA |
Production | DOOMSDAY ENTERTAINEMNT Los Angeles, USA |
Production 2 | HUMAN Santa Monica, USA |
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 |
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.
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.