Michael and the New Crew Star for Jordan Brand
Living legends are rare, and Michael Jordan is assuredly one of them.
Produced by Birth in Paris and directed by IllimitéWorld—a collective that started out as a Baltimore hip-hop group—"Beyond" for the Jordan Brand is a shot of fan service. The new generation appears in force. Shannon Watkins, global CMO of Jordan, thanks them by name: basketball players Gabby Williams, Jason Tatum, Luka Doncic and Zion Williamson; artists Teyana Taylor and Rema; French footballer Youssouf Fofana ... and, of course, No. 23 himself.
Jordan creates a bridge between fashion and sport. But he's also bridging time. Most of these upstarts weren't around to see him fresh-faced. He is the godfather of their affinities.
We roll up in Paris for "the greatest pickup game in the world." The stars first appear by their shoes, representing as Jordan Fam. The court is epic, but the moves ... well, the game remains the same, part of what makes it so great.
Jordan launched his career in the '80s and went on to change not only basketball but street style; luxury's urban-laced codes, from collectors kicks to the normalization of drops, owe him a debt. His dunks, like Nike's Swoosh, are globally recognized. Seeing the new kids replicate that style emphasizes his broad impact on the culture.
At the end of the ad, Jordan rolls up in a white suit like a deity. Photos and hugs ensue. We switch from HD-clear to old-school grainy. This is pure fan service, brand reinforcement represented by the passing of the baton—or, rather, the ball. We wish MJ's "retirement" in the '90s went this smoothly.
Campaign name: Beyond
Brand: Jordan Brand
Creative Studio: Uncommon Creative Studio
Production Company: Birth
CCO: Hugo Legrand Nathan
EP: Hugo Besson
MD Birth UK: Kate Elson
Line Producer: Carl Cohen
Photographer: Campbell Addy
DOP: Mathias Boucard
Steadicam Operator: Aymeric Collas
Roller Blade / Movie Operator: Myron Mance
Movement director: Yagamoto (Abdourahman Njie)
Set Designer: Gwendal Bescond
Stylist: Mobolaji Dawodu / Damise Savidan
Editor: Uncommon Creative Studio
Retouchers: Touch Digital
Bts Directos: Valentin Becouze, Theo Le Sourd, Jaqueline De Grother, Lucas Werner, Laetitia Ramamonjisoa
Soundtrack: Mathé Altéry, « Mes Joies Quotidiennes » (My Favorite Things)