Nike Jordan XIX Ad

ABOUT THIS PROJECT

THE BRIEF

NOTE: This was a personal project and not an actual client project.

As a study in product photography, I wanted to challenge my retouching skills while forming an ad campaign around my old Jordan’s from high school. The concept was simple — depict the Jordan’s in a dynamic environment and letting the Jordan brand speak for itself.

THE SOLUTION

I wanted to place the shoes in a volcanic environment as I thought it would drive the idea of “being on fire” and “explosiveness”, which are traits basketball players strive for. I thought it would also give the ad a dramatic and cinematic appearance. I wanted the shoes to interact more with the background so I had the sole melting into a pool of lava, but not enough that the shoe would become distorted. I played around with multiple headline options, but in the end the ad stood out stronger without one and let the shoe design be the focal point. The retouching process was extensive as there was major wear and tear. The product was shot with red gels to recreate the lighting of an actual volcanic eruption.