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Jordan: Principal Scott

Brand
Jordan
Date

Nov 2020

Description

This commercial for Jordan, titled Principal Scott, captures an athletic aesthetic set against the backdrop of an academic environment. The narrative moves through school hallways bathed in red neon and classroom interiors, interspersed with high-intensity training sessions on an indoor court. Utilizing analogue film techniques, the cinematography leverages golden hour light and high-contrast color grading to shift between moody shadows and warm, vibrant textures. The production features a cinematic quality defined by heavy film grain and a chiaroscuro lighting approach. Creative direction for the project was led by Wieden+Kennedy New York, with sound design by Wave Studios NY.

Style

Horizontal, Action, Cinematic, Grainy, Golden Hour

Techniques

Analogue / film, Low-key / chiaroscuro

Industries
Sportswear
Color
Jet Black
Crimson
Beige
Background

Street

Context

Advertising Campaign, Brand Film / Corporate Video

Associated creatives

Wave Studios NY
Wave Studios NYMusic / Sound
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