Jordan: 36 Seconds of Light Work
Brand
Date
Jul 2023
Description
Jordan's '36 Seconds of Light Work' campaign highlights the brand's performance footwear through a high-energy series of athletic sequences. Produced by agency Laundry Service, the commercial integrates live-action basketball footage with distinct motion graphics, layering dynamic typography over captured gameplay. The piece utilizes slow motion to frame players mid-dunk and mid-dribble, balancing indoor court activity with outdoor basketball scenes. The visual execution favors a desaturated palette, allowing glowing light streaks and bold text overlays to contrast against a dark, styled environment.
Style
Horizontal, Commercial, Action, Desaturated
Techniques
Slow motion, Motion Graphics
Industries
Color
Jet Black
Pure White
Background
Solid Colour
Context
TVC / TV Commercial
Associated creatives
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