Overview
JORDAN · Brand activation
The Last Shot
Step into MJ’s shoes. Step back in time.
Step into MJ’s shoes. Step back in time.
For NBA All-Star Weekend in New York City, The Last Shot gave people the chance to trial Jordan’s latest performance shoes while attempting one of Michael Jordan’s championship-winning buzzer beaters.
As Global Digital Lead, I guided the campaign and platform teams across a physical-and-digital experience built at the intersection of sport, culture, technology, and legacy.
Experience
A walk through greatness
An interactive LED half court transformed around Michael Jordan’s defining moments.
Era-specific crowds and iconic NBA and NCAA courts turned a product trial into a multi-sensory journey. Participants moved through archival stories and championship milestones before stepping onto the court to recreate history.
The journey
Archival moments, championship highlights, and cultural milestones traced the evolution of the Jumpman legacy.
The court
A digitally responsive half court let participants attempt MJ’s legendary game-winning shots in the right place and moment.
The atmosphere
Motion-led storytelling, product displays, and era-specific environments made the history feel immediate rather than observed.
Connection
Interaction and sharing
The experience continued from registration to a personal highlight reel.
A custom app handled registration and entry, then became an event companion with real-time sneaker-drop alerts, exclusive content, and social-sharing tools.
On court, the system captured each participant’s performance and delivered a personalized highlight video to their phone. A single event moment could be relived, shared, and amplified beyond the venue.
Frictionless entry
Registration and access were integrated into one simple participant journey.
Live utility
Drop alerts and exclusive content kept the digital layer useful throughout the event.
Personal media
Automatically delivered highlight reels turned every participant into part of the campaign story.
Impact
Award-winning innovation
A cultural moment became a globally recognized fusion of sport, technology, and storytelling.
The Last Shot earned Gold and four Silver awards at Cannes Lions, alongside 11 accolades at The One Show. Recognition across D&AD, Clio Sports, Spikes Asia, and the Webbys reflected the strength of the experience as both a brand idea and an interactive system.
Cannes Lions
Gold recognition alongside four Silver awards.
The One Show
Eleven accolades across the campaign and experience.
D&AD
Recognized for the craft and strength of the interactive idea.
Spikes Asia
Top regional recognition for the campaign experience.
