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Few other apparel brands have had the cultural impact Jordan Shoes have.
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Project Scope: Creative Direction, Production, Photography, Styling
On initial release of previous Jordan shoes, the first widely circulated images on the internet and social media were low quality photos taken at the physical release, often taken with a mobile phone in poor lighting conditions.
We focused on creating Hero images of the initial two color-ways, detailing the craftsmanship of the Jacquard weaving technique and how this technology allowed Brand Jordan to create different areas of support around the shoe, as well as different coloring, all created on one solid piece of fabric. We stylized the lighting to bring attention to that fine detail in the weave of the fabric.
The images went live the day before the scheduled release of the design. The unexpected release and the quality of the images were widely circulated amongst the bloggers and sneakerheads giving a premium visual representation of the footwear.