Brand Jordan Viral, Case study CP3 Cut Through LA by Biscuit Filmworks, Wieden + Kennedy New York

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CP3 Cut Through LA

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Industry Sportswear, Athletic Footwear & Accessories
Media Viral, Case study
Market United States
Agency Biscuit Filmworks
Executive Creative Director Ecd- Gerry Graf Gcd- Scott Vitrone
Art Director Jed Heuer
Copywriter Alexander Barrett
Agency Wieden + Kennedy New York
Executive Creative Director Ian Reichenthal
Creative Director Brandon Mugar, Andy Ferguson
Released February 2012

Awards

Clio Awards, 2013
Branded Entertainment & Content Live Events Silver

Credits & Description

Title: CP3 CUT THROUGH LA
Product/Service: Jordan Brand
Creative Credits
Entrant Company: Wieden+Kennedy New York, New York
Agency: Wieden+Kennedy New York, New York
Production Company: Biscuit Filmworks, New York
Executive Creative Director: Scott Vitrone
Wieden+Kennedy New York, New York
Executive Creative Director: Ian Reichenthal
Wieden+Kennedy New York, New York
Creative Director: Andy Ferguson
Wieden+Kennedy New York, New York
Creative Director: Brandon Mugar
Wieden+Kennedy New York, New York
Copywriter: Alexander Barrett
Wieden+Kennedy New York, New York
Art Director: Jed Heuer
Wieden+Kennedy New York, New York
Execution
The Director staged a live installation featuring over 40 performers and a bevy of props ranging from an overturned fruit cart to a flipped bicycle hanging in mid-air to showcase the nimble moves of NBA superstar Chris Paul. The staged installation features a human chain of athletes dressed to look like Paul, each representing a freeze-framed position along the trajectory of one of his notorious journeys down the court. The live installation and shoot took place on the basketball courts of Venice Beach on Saturday, September 29th to mark the launch of Jordan’s new CP3.VI. Actors were carefully positioned throughout the installation, several seemingly hanging in mid-air though raised on plexiglass footholds, to demonstrate Chris Paul’s dynamic moves on the court. While mimicking Paul’s moves, the performers gracefully crash through boxes, intercept a woman and the dog she’s walking on a leash, cross through a cartoonist mid-caricature and upturn a fruit cart hanging throughout the performance space as if frozen in a series of ‘bullet time’ moments. The entire installation was captured on camera to be edited as a short film showcasing all aspects of the production. The Director best known for his art-driven, surreal and often playful style of directing, was tapped for this project based on his extensive experience in meticulous staging for both live theatrical productions and commercial shoots.
Brief Explanation
For the CP3.VI launch, we created a live "frozen" moment using a chain of Chris Paul doubles in Venice Beach, CA. What unfolds is a unique traction story of how CP3 cuts through L.A.