Nike Basketball x Jordan

 

React Films

 

Product Videos that evoke the power of possibility

To introduce React Foam technology and the 2017 Hyperdunk and Super.Fly, Nike and Jordan asked Conscious Minds to create two :15 spots.

 

Insight

React foam gives athletes* superhuman ability to: RISE. LAUNCH. REACT.

 

 

How does a Fisherman catch three Creative Directors at once?

Put Nike and Jordan on the hook.

A new Creative Director seemed to mysteriously appear in the back of the editing bay and redirect the train right before we locked anything on this project! While my role was in support of these (honestly great) CD’s – helping craft a narrative and source embellishing moments, this project was largely an exercise of learning to preserve the integrity of a story while navigating multiple layers of creative direction from client and internal teams.

Year
2017
Nike Basketball x Jordan

 

React Films

 

Product Videos that evoke the power of possibility

To introduce React Foam technology and the 2017 Hyperdunk and Super.Fly, Nike and Jordan asked Conscious Minds to create two :15 spots.

 

Insight

React foam gives athletes* superhuman ability to: RISE. LAUNCH. REACT.

 

 

How does a Fisherman catch three Creative Directors at once?

Put Nike and Jordan on the hook.

A new Creative Director seemed to mysteriously appear in the back of the editing bay and redirect the train right before we locked anything on this project! While my role was in support of these (honestly great) CD’s – helping craft a narrative and source embellishing moments, this project was largely an exercise of learning to preserve the integrity of a story while navigating multiple layers of creative direction from client and internal teams.