Title | JORDAN : EVERY 2ND COUNTS |
Brand | BRAND JORDAN |
Product / Service | JORDAN BASKETBALL : AJ32S |
Category | A06. Editing |
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.
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.