Brand Jordan Film, Digital, Design & Branding The Last Shot by Akqa San Francisco

The Last Shot

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Industry Sportswear, Athletic Footwear & Accessories
Media Film, Digital, Interactive & Mobile, Design & Branding
Market United States
Agency Akqa San Francisco
Associate Creative Director Daniel Grech, Dave Knoph, Robbie Brammall Eamonn Dixon
Executive Creative Director Stephen Clements, Seth Epstein
Creative Director Sean Dougherty
Copywriter Will Sands
Production LOS YORK
Director Seth Epstein
Released May 2015


Cannes Lions, 2015

Credits & Description

Category: Clothing / Footwear & Accessories
Advertiser: JORDAN BRAND
Agency: AKQA
Geo: USA
Associate Creative Director: Daniel Grech(AKQA)
Associate Creative Director: Dave Knoph(AKQA)
Associate Art Director: Dave Ruiz(AKQA)
Director of Photography: David Lanzenberg(LOS YORK)
Associate Creative Director: Eamonn Dixon(AKQA)
Composer & Sound Designer: Gavin Little(Echolab)
Senior Account Manager / Executive Producer: Martha Smith(LOS YORK)
Group Technical Director: Nicholas Mitrousis(AKQA)
Associate Producer: Nicholas Thomas(LOS YORK)
Line Producer: Scott Ludden(LOS YORK)
Creative Director: Sean Dougherty(LOS YORK)
Post Producer: Sean Sullivan(LOS YORK)
Executive Creative Director: Seth Epstein(LOS YORK)
Executive Creative Director: Stephen Clements(AKQA)
Copywriter: Will Sands(AKQA)
Client Partner: Allison Gabrys(AKQA)
Lead Designer: Angela Ko(LOS YORK)
Managing Partner / Executive Account Director: Dexton Deboree(LOS YORK)
Group Creative Director: Dwayne Koh(AKQA)
Account Director: Jon Freshwater(AKQA)
Description of the Project:
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The Jordan Brand is iconic amongst teens, yet many of them are too young to have witnessed the glory days of Michael Jordan’s career. As a result, they recognize his shoes more as a fashion accessory off the court, rather than a way to lift their game on it. To celebrate its 30th Anniversary, the Jordan Brand wanted to reestablish a connection with its performance roots by offering young fans an opportunity to take flight in their latest shoes in a high-pressure, in-game situation.
At NBA All-Star Weekend, the team turned New York’s Penn Pavilion into an interactive museum dedicated to the man behind the brand. At the heart of the experience was ‘The Last Shot’: a fully immersive LED half-court that let fans virtually recreate two of MJ’s most iconic shots, or freestyle one of their own.
As fans entered the 1,200 square foot space, they were surrounded by the visuals and audio from moments in MJ’s career. Depending on whether they chose the 1982 NCAA championship-winning shot, the 1998 game-winner that clinched his 6th NBA ring, or the 2015 freestyle shot – their environment morphed to feature an era-specific and reactive ‘live’ crowd, as well as detailed step-by-step moves on the court beneath them.
The experience was complete with 10 million LEDs, 7.1 surround sound, and a stadium lighting system. As well as live defenders and teammates who helped set up the plays, and a commentator called the action – replacing MJ’s name with the fan taking the shot. As the shot-clock wound down, fans followed in MJ’s footsteps and took the game in their own hands. Whether they made or missed it, the crowd reacted accordingly, and MJ quotes quickly appeared to help them celebrate, or offer advice on how to improve their game.
Fans lined up for blocks in freezing NYC weather ready to experience Michael Jordan’s greatness. Each received an RFID wristband that provided digital access to content: when fans took ‘The Last Shot’, they instantly received a personalized, sharable film of themselves and an image of the shoes they trialed, both optimized for social media.
‘The Last Shot’ transported consumers back to Michael Jordan’s iconic moments by letting them literally step into his shoes. What’s more, it gave young fans – the future of the sport – an authentic insight into the brand’s heritage, while continuing its legacy of raising the bar for greatness.