JORDAN : EVERY 2ND COUNTS

Short List
TitleJORDAN : EVERY 2ND COUNTS
ClientBRAND JORDAN
Product / ServiceJORDAN BASKETBALL : AJ32S
CategoryA06. Editing
EntrantAKQA Shanghai, CHINA
Idea Creation AKQA Shanghai, CHINA
Production DOOMSDAY ENTERTAINEMNT Los Angeles, USA
Production 2 HUMAN Santa Monica, USA

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.

In the tradition of Ground Hog Day / Edge of Tomorrow, we wanted to tell a story about being stucj in a loop through the lens of basketball. How do we tell a convincing story about being breaking the loop from waking up and realizing that you are stuck in a rut, and that the only way to overcome your weaknesses and conquer the day is to break through in your mental state of mind and push your limits of physical training.

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
Links
Social Media URL