Air
(Social Campaign, AR, Stunt)
◦ Amazon Studios x Watson
✳︎ Clio WinnerFrom director Ben Affleck, the story of AIR highlights the game-changing partnership between an undiscovered Michael Jordan and Nike's fledgling basketball division. The result may be known, but the 40 year old story has often been lost in the success.
To market the film, we traveled back to 1984 to wheel out our VHS players, lace up our Nikes, and fall back in love with late night infomercials and ASCIl art to promote the underdog story of a lifetime.
“
A shoe is just a shoe
until someone steps into it.
-Deloris Jordan
(1)
Inspired by the “big head” signage seen across college basketball games, we distributed Ben "big heads" at the LA Premiere and the NCAA Final Four.
(2)
As a nod to the time period, our Soundtrack infomercial broke down all of the best tracks from 1984 for a very real and purchasable product line of cassettes, CDs and vinyl.
(3)
But music wasn't the only iconic aspect of the decade. Fashion was another focus for the campaign - particularly the eyewear of Ben Affleck's portrayal of Phil Knight. With this, we created an AR lens for fans to wear the shades themselves.
(4)
To continue our 80s-inspired campaign, we created a series of acclaim posters inspired by the offset printing method of the time.
(5)
In a more digital approach, we developed a series of countdown assets that paralleled the VHS animations from our favorite Friday night rentals.
“
He doesn’t wear the shoe. he is the shoe.
-Sonny Vaccaro
(6)
To cap our visual approach off, we created a series of character videos as if they were pulled directly from the VHS player in Sonny Vaccaro’s office.
