Jordan
Brand Activation
The Jordan Brand is one of the rare few that sits at the intersection of culture, sports, and legacy—a brand built by the G.O.A.T. (Greatest of All Time), Michael Jordan. As the Global Digital Lead, my role was to push the boundaries of digital communications, ensuring that Jordan’s presence across all digital platforms was as bold, innovative, and culturally resonant as the brand itself.
At Jordan, I led teams driving both campaign development and platform experiences across North America and global markets. The beauty of this role was in balancing high-impact storytelling with seamless digital execution—a constant flux of managing teams, collaborating with clients, and engaging in creative sparring sessions to refine and elevate ideas. These debates and explorations were what I thrived on—taking a nugget of an idea and turning it into gold.
The work that emerged from this process was not just creative—it was award-winning. The Last Shot campaign went on to earn Gold and four Silver awards at Cannes Lions, along with 11 accolades at the One Show, cementing Jordan’s place at the forefront of culture and innovation.
Campaign Introduction
Step into MJ’s shoes. Step back in time. At NBA All-Star Weekend in NYC, we gave people a chance to trial the brand’s latest performance shoes and take one of MJ’s high-pressure, championship-winning buzzer beaters. ‘The Last Shot’ is a fully immersive and interactive LED half court that transforms to Michael Jordan’s greatest moments – complete with era-specific crowds and iconic NBA and NCAA courts.
Event Space
The Last Shot was more than just an interactive court—it was a multi-sensory journey through the legacy of Michael Jordan. Designed as an immersive event space, participants walked through a curated storytelling experience, exploring both MJ the man and MJ the myth, before stepping onto the world’s most advanced basketball court to recreate history.
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A Walk Through Greatness → The space was meticulously crafted to bring Jordan’s story to life, featuring archival moments, championship highlights, and cultural milestones that defined his career. Every step through the exhibit immersed visitors in the evolution of the Jumpman legacy, from his rookie season to his final shot.
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The Last Shot Court Experience → At the heart of the space was the interactive court, where participants could step into MJ’s shoes and recreate his legendary game-winning shot. The court was digitally responsive, capturing movements and translating them into personalized highlight reels, which were sent to participants to share on social media.
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A Fusion of Culture, Technology, and Sport → From digital installations and motion-activated storytelling to sneaker showcases and exclusive product drops, the space blended physical and digital elements to create a once-in-a-lifetime brand experience.
This wasn’t just an exhibit—it was a living, breathing tribute to Jordan’s impact on basketball, culture, and innovation. Every detail was designed to ensure that participants didn’t just learn about greatness—they felt it.
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Interaction and Social sharing
For The Last Shot, we designed a frictionless digital experience that seamlessly connected participants to an immersive, interactive court exhibit. At the heart of this experience was a custom-built app, designed to register participants, facilitate entry, and enhance their engagement throughout the event.
Beyond simple check-in functionality, the app acted as a personalized event companion, delivering real-time sneaker drop alerts, exclusive content, and social-sharing tools. As participants stepped onto the interactive court, the app captured their performance, generating custom highlight videos that were automatically sent to their phones—making it easy to relive, share, and amplify their moment on social media.
This integration of digital and physical elements transformed The Last Shot from a one-time event into a shareable, culturally resonant moment, ensuring that participants not only experienced the brand but also became part of its storytelling.
Award-Winning Innovation
The Last Shot wasn’t just an experience—it was a groundbreaking fusion of sports, technology, and storytelling, earning global recognition and industry acclaim across major creative and advertising award shows.
By combining immersive digital design, interactive environments, and motion-driven storytelling, the campaign redefined brand engagement, turning a cultural moment into an award-winning creative masterpiece.
Cannes Lions – Gold & Silver
D&AD Awards – Pencil Winner
One Show Awards – Multiple Wins
Clio Sports Awards – Gold & Silver
Spikes Asia – Grand Prix
Webby Awards – Best Interactive Experience
