RUN IT FORWARD
JORDAN
CELEBRATING BLACK EXCELLENCE THROUGH BASKETBALL
Black excellence never looked so much like home. As a proud Londoner, it was great to get brought in on this project to highlight the outstanding contribution of London's Black community to UK Basketball. I co-created the overall concept for the campaign and oversaw the creative direction of the main creative assets which were used for social media, Jordan’s website and a friendly basketball tournament held on Oct 1st - the first day of Black History Month in the UK. I also created the main campaign taglines and the copy for paid and organic social recap posts to recap the tournament.
LONDON HOMETOWN HEROES
An important part of this campaign was to showcase the "hometown heroes" running it forward for their community. These were Jordan grantees from London whose organisations spanned basketball, media, tech and community care.
Together with the art director, I co-directed the shoot in London which also included briefing photographers, stylists, video editors and other creative partners. I wrote the script for the main hero AV and copy for the Jordan purpose website and social media assets. I also interviewed the grantees on set to get soundbites for the hero voiceover.
Credits
Creative direction, creative concept & copy: Melody David
Creative direction: Joris Kangeri
Art direction: Emma Nikolovski
Agency: AKQA