The Brief
Re‑establish a meaningful connection between the brand and its performance roots.
Idea – A Virtual Time Machine
To celebrate the 30th anniversary at NBA All‑Star Weekend, we set out to bring the brand back to its performance roots. Kids of all ages were given the opportunity to step into the latest performance shoes and step back in time to recreate MJ’s most iconic shots.
Customized Court and Crowds
The immersive half court was built from 10 million LEDs that beamed era‑specific courts and signage, 8000 responsive fans, and quotes from the legend himself.
Step into the Moment
Defenders, teammates, and a live announcer joined visitors on the court to recreate the atmosphere of some of the biggest moments in sports history.
Awards
Cannes Lion Gold – Design - Spatial Installation
Cannes Lion Silver – Branded Live Experience
Cannes Lion Silver – Design Digital Installation
Cannes Lion Bronze – Outdoor
Cannes Lion Shortlist – Cyber Live Digital
Cannes Lion Shortlist – Cyber Spatial Tech
Cannes Lion Shortlist – Promo & Activation
D&AD - Wood Pencil Digital Design
The One Show Gold Pencil – Design
The One Show Gold Pencil – Direct
The One Show Gold Pencil – Responsive Environments
The One Show Silver Pencil – Design Innovation
The One Show Silver Pencil – Responsive Environments Innovation
The One Show Bronze Pencil – Print & Outdoor
The One Show Bronze Pencil – Print & Outdoor Innovation
1500+ SHARABLE VIDEOS
34 MILLION EARNED MEDIA IMPRESSIONS
“THE WORLD’S COOLEST
BASKETBALL COURT”
— WIRED MAGAZINE
Role: Art Director / Conceptual Vision
Client: Jordan
Agency: AKQA