Jordan: Pearl Pavilion
Consumer Brand Activation
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ClientJordan
LocationNew York
My RoleCreative Producer
Objective
Utilize data, art, and technology to elevate consumer immersion to unseen levels inside Jordan’s “Pearl Pavilion” brand activation.
About
To celebrate the 30th year of the iconic Air Jordan Franchise during the annual All-Star-Weekend in New York, I worked together with Jordan to create one of the most immersive and interactive consumer brand experiences of all time.
A futuristic half court allowed fans to literally step into MJ’s shoes. As they set foot onto the court, a 10-million-pixel digital experience was brought to life transporting them back in time for an opportunity to replicate one of MJ’s most iconic moments.
Elaborate brand vignettes and shareable moments throughout the Pearl Pavilion further immersed consumers into Jordan’s brand DNA and completed the consumer journey.
My Role
My area of responsibility included:
stakeholder and vendor management throughout all stages from pre- to postproduction
management of visual assets and brand storytelling moments
overseeing and coordinating the sourcing of brand artifacts and memorabilia from various Nike and Jordan archives
on-location creative production supervision
developing creative briefs for vendors and external service providers
Results
Wired Magazine called it the “world’s coolest basketball court”, ESPN.com voted it the #1 experience of the All-Star Weekend by ESPN.com and over 18,000 consumers experienced it during the 3 days it was live.
The story was picked up globally, generating 65 million earned media impressions. It also generated 2.5 million social engagements and increased Jordan’s follower growth by over 190k.
Due to its tremendous success and record-breaking metrics, “The Last Shot” experience was extended to 3 additional locations around the globe: Paris, Shanghai and Tokyo.
