Awake NY and Jordan collaborate on the 'Where I'm From' project, a cinematic sportswear campaign that highlights the intersection of urban basketball culture and street life. The piece captures the atmosphere of the city through a mix of gritty pavement walks and subway transit imagery, anchored by the collaborative sneaker collection.
The visual approach utilizes dynamic camera movements and a high-contrast aesthetic, juxtaposing black-and-white sequences with saturated red branding. Featuring a live-action technique, the film transitions from intimate tabletop product shots to expansive aerial views of city blocks and basketball courts, grounding the sportswear in an authentic urban context.
