Brand Jordan’s latest basketball campaign, called ‘Love, Paris’, is built around a set of indie-style documentary films which see French pro ballers Elias Konaté Dazi and Laura Kechichian share some intimate basketball stories.
The four spot series are cinematic in style: confident, yet nuanced, these distinctive narrative videos blend magical realism and surrealism with a funny undertone – blurring genres and boundaries to create something artful and elevated and rooted in an emotional truth.
‘DNP’ sees a group of friends storm into an injured player’s room and begin playing in the claustrophobic space. While the spot titled ‘Socks’ sees a player’s socks magically dart away. ‘Range’ opens with a super wide spot while a player makes a seemingly effortless 16-story free-throw. While ‘It’s the Shoes’ sees a few onlookers laugh at a player unable to control the basketball in his tiny stilts.
Conceived by agency Frosty, produced by Smuggler and directed by rubberband, they were shot on 4-perf 35mm film by cinematographer Pat Golan and posted across the brand’s digital and social platforms from 7 July.
The campaign was conceived by agency Frosty with Agency Executive Producer Nicola Doring, Creative Director Reginald Dankwa, Phantasm Executive Anthony Bargis, Line Producer Julien Floutard, Editor Armen Harootun and Colourist Alex Gregory of No8.
The Director was Rubberband and the Production Company was Smuggler where the tem included Executive Producers Patrick Milling-Smith, Brian Carmody and Jaclyn Larson, Producer Luigi Rossi, Director Of Photography Pat Golan, 1ST AD Jacques Eberhard, Set Designer Lucie Libotte, Stylist Marika-Ella Ames, Make-Up Artist Fanny Maurer and Hair Stylist Melissa Rouillé.
Comment
Contrary to most other big sportswear company commercials, branding isn’t front and centre of these spots. Which comes as a refreshing change.
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