JORDAN
ALL STAR WEEKEND

I worked as a designer on this out-of-home campaign for the NBA’s All-Star Weekend in Salt Lake City.

We invited three up-and-coming basketball stars, as well as musician Teyana Taylor to star in the campaign, introducing Jayson Tatum, Zion Willamson, and Luka Dončić to the Jordan Brand roster.

I led the development of the campaign’s out-of-home placements, which covered the Radisson Hotel, a popular spot for players and fans to stay in during the All-Star Weekend.

The weekend coincided with Michael Jordan’s birthday, so we projected a special visual onto the hotel on the day in his honour.

Historically, the brand’s visual handwriting has always been loud and in your face, so for the launch of the re-brand, I went for a cleaner approach with a smaller centred type, to create a feeling of quiet confidence.

The Beyond / Jordan lockup can be seen at the top right of the artwork, leaping off the page in a nod to the brand’s concepts of ‘flight’ and ‘going beyond.’

We framed Jordan’s new brand ambassadors with heroic and emotive portraiture, set against bright colours.

This was part of a bigger rebrand for Jordan, moving away from the original positioning centred on Michael Jordan, and pivoting towards a younger demographic.