Creative Director: Satoru Igarashi Art Director, Designer, Concept: Rhinnan Kith Photographer: Marcus Eriksson Illustrator: Owen Freeman
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PRODUCT CAMPAIGN
while working in the jordan brand design group, i was assigned to create a campaign for jordan's dominate training campaign featuring chris paul, and the dominate tee and trunner shoe. the campaign was inspired by our perception of athletes as super heroes—in this case, not in all their world-saving/game performance glory—but in those solitary hours when they push themselves in training for those greater moments.
using the visual style of noir comics, we captured chris at low, dramatic angles, boldly filling in the frame to create a powerful and heroic image. with less polish and more grit than jordan athletes are normally portrayed, the aim was to develop a visual language that is atmospheric (think early summer morning workout) and dramatic but never veering into overtly “comic” territory.
Creative Director: Satoru Igarashi Art Director, Designer, Concept: Rhinnan Kith Photographer: Marcus Eriksson Illustrator: Owen Freeman