Our concept for this campaign was rooted from the original intention of the collection’s
graphic designs themselves. The designs were inspired and based on the nicknames of
several legends of the NBA’s golden era. A throwback homage to some of the most
iconic stars from an era past, created exclusively for Footaction.
The general idea was to capture iconic images in reference to each player featured in this
capsule collection. We chose to highlight and focus attention to the unique design of
each garment through dramatic lighting. Referencing various classic Ad’s and sports
campaigns from that era in NBA basketball that has long gone.
Location choice was key to determine the aesthetic outcome of our lighting. We chose to use the Jordan Brand basketball court Terminal 23 in NYC. It’s clean, simple, black and white floor design allowed us to convey an old school feeling while still able to shoot in color.
Casting was key as well and the most crucial component in order to fully execute our concept. Remember the idea was to capture the essence of the original players themselves, using signature movements, characteristics of their physical appearance, team uniforms, signature shoes etc. We casted each athlete/model to resemble each featured NBA player through hairstyle, complexion, athletic ability and styling.
Final images would consist of a main hero shot with a variety of poses mimicking trademark moves. An action shot as a secondary image reinterpreting a play or move that was frozen in time. Lastly our third shot, a closeup portrait.
“Also Known As”
Known as “The Answer” for his ability to transform his game into the winning solution while under pressure, Allen Iverson was the first Philadelphia 76er to be named Rookie of the Year. He was named the MVP of the 2001 season. Iverson has become one of the most iconic guards to ever play the game.
With a plethora of nicknames to choose from such as “Big Fella” “Superman” and “Diesel”, yet his most iconic nickname is simply and undoubtedly “Shaq”. Shaq began to prove his name as a legendary icon early on in his career, leading the Los Angeles Lakers to three consecutive NBA Championships from 2000-2002.
With a plethora of nicknames to choose from such as “Big Fella” “Superman” and “Diesel”, yet his most iconic nickname is simply and undoubtedly “Shaq”. Shaq began to prove his name as a legendary icon early on in his career, leading the Los Angeles Lakers to three consecutive NBA Championships from 2000-2002.
With a plethora of nicknames to choose from such as “Big Fella” “Superman” and “Diesel”, yet his most iconic nickname is simply and undoubtedly “Shaq”. Shaq began to prove his name as a legendary icon early on in his career, leading the Los Angeles Lakers to three consecutive NBA Championships from 2000-2002.
With an unparalleled defense, Dennis Rodman of the Chicago Bulls will forever be renowned as one of the greatest power forwards in NBA history for his unmatched rebounding abilities. Earning him the nickname “The Worm” . Rodman has been decorated with countless defense awards throughout his reign in the NBA including being named back to back Defensive Player of the Year in 1990-1991.
Larry Johnson is renowned for his powerful and explosive playing style as a power forward. In the 1992-93 season his abilities to record impressive numbers led him to becoming the first Charlotte Hornet ever to start in an NBA All-Star Game. Johnson became one of the most iconic members of the franchise during the 90’s, where he also became known as “Grandmama” for a series of popular TV commercials he did while playing at the peak of the team’s popularity.
Larry Johnson is renowned for his powerful and explosive playing style as a power forward. In the 1992-93 season his abilities to record impressive numbers led him to becoming the first Charlotte Hornet ever to start in an NBA All-Star Game. Johnson became one of the most iconic members of the franchise during the 90’s, where he also became known as “Grandmama” for a series of popular TV commercials he did while playing at the peak of the team’s popularity.
Larry Johnson is renowned for his powerful and explosive playing style as a power forward. In the 1992-93 season his abilities to record impressive numbers led him to becoming the first Charlotte Hornet ever to start in an NBA All-Star Game. Johnson became one of the most iconic members of the franchise during the 90’s, where he also became known as “Grandmama” for a series of popular TV commercials he did while playing at the peak of the team’s popularity.
Living up to his childhood nickname “Penny” throughout his career in the NBA, Penny Hardaway established himself as one of the most volatile guards in the game. Becoming known for his quickness, fast passing abilities and impressive drives to the hoop, despite his untraditional height at the position. Hardaway began his promising start with the Orlando Magic, where in his prime he would form one of the most legendary guard/center duos in NBA history alongside Shaquille O’Neal.
For this one-minute video titled “Also Know As” our concept was Motion mixed with Emotion. A dramatic montage of each NBA players original moves, expressions and raw emotions revisited on the hardwood. Also, while capturing closeups of attributes, garments and other brand details. The original song Underground Stream by Araab Muzik was chosen for its dramatic deep and errie sound.