More Red.
Associate Creative Director, Copy & Strategy
From director Ben Affleck, the story of AlR 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. So 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 ASCII art to promote the underdog story of a lifetime.
‘80 fashion is unmistakable and acted as a major focus for the campaign — when audiences first saw Ben Affleck as Phil Knight, the look quickly spread across social. To amplify this, and to connect AIR and basketball even further, we created real-life Big Heads for College Basketball’s Final Four. We partnered directly with official school fan groups to ensure they had their very own set of Big Heads for their student section — creating an inherently social moment as Ben looked over the game in his signature curls and iconic sunglasses.
Continuing to pull inspiration from Phil’s fashion, we created an AR lens for fans to wear the shades themselves. But fashion wasn't the only iconic aspect of the decade.
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.
ECD: Nathan Carver
CD: Bran Moates
ACD: Evelyn Anna Danciger
AD: Ralph Rodriguez
Motion: Cody Remillard
Editors: Matt Lewis, Josh Vanderzyden
Accounts: Angelica Maleski, Kadeem Morris
Client: Amazon