Jordan: Tatum3 - Hate To Break It To You

May 2025

The 'Hate To Break It To You' campaign for Jordan showcases the Tatum3 basketball sneaker through a series of focused, atmospheric vignettes. Starring NBA athlete Jayson Tatum, the project highlights the signature silhouette within a stark, high-contrast environment. Led by creative and production agency Otoh, the film employs low-key lighting and a moody, cinematic visual language. The edit leans into a gritty aesthetic, utilizing analogue film textures to ground the high-intensity performance footage in a raw, tactile tone. Post-production and VFX contributions were provided by Trafik, Scheme Engine, Modern Post, and Foreign Xchange, with sound design and music by One Thousand Birds.

Horizontal, Cinematic, Moody, Gritty

Analogue / film, Low-key / chiaroscuro

Sports Venue

Advertising Campaign, Brand Film / Corporate Video