The AJ34 is one of the lightest Jordan’s ever. It’s the first shoe to feature the eclipse plate, which provides stability while reducing the weight of the shoe (not to mention it looks really cool). We were tasked to create a narrative that focuses on Jordan’s innovation and tech while highlighting the shoes performance.

The outcome is a story of innovation focusing on the process of distilling Jordan’s technology, the hero video resulting in almost 48,000 views, the most viewed video content on the House Of Hoops account to date.

Client: Nike Jordan
Role: Art Director + Designer