Working alongside Creative Direction, I helped bring our franchise branding approach to life within the Jordan brand DNA, inspired by Mars Blackmon’s iconic question from the Mike & Spike commercials: “DO YOU KNOW?!” This timeless question encapsulates the brand’s playful and irreverent spirit.

Through compelling films, we ignited a cross-generational debate, placing the sneaker at the center of each story and elevating its mythology while highlighting the diverse perspectives shaped by different demographics—nostalgia versus reinterpretation.

We effectively illustrated this generational clash by pairing OGs with Gen Z Rookies, enhancing the narrative with an energized voiceover, superior product captures, and original motion graphics. The result was a fresh and engaging experience for the SNKRS app.