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Transforming a technical engineering deep dive into a high-energy, mixed-media joyride for the launch of the Air Jordan 36.
Host Chris Matthews and designer Tate Kuerbis explore the complex engineering required to keep players weightless on the court.
The conversation bridges the gap between legendary silhouettes of the past and the fine technical details of the future.
#ItsLightWork serves as the core narrative driver, framing high-performance specs through a lens of effortless, kinetic movement.
This approach ensures the tone remains light and accessible while breaking down the serious innovation within the silhouette.
To visualize the technical specifications, we leaned heavily into a vintage 8-bit aesthetic and retro-style motion graphics.
This mixed-media overlay turned a standard product interview into a dynamic, multi-layered visual experience that honors gaming culture.
We wrapped a technical deep dive in a high-energy collision of animation to introduce the AJ36 to a new generation of athletes.
The result is a fast-paced aesthetic that respects Jordan Brand’s heritage while pushing the boundaries of digital product storytelling.
Client - Jordan Brand
Creative Director - Kenneth Robin
