Melo | Jordan | Work

Case Studies

2012

Melo

A SIGNATURE LAUNCH LIKE NO OTHER
Challenge

Our clients’ partner agencies occasionally ask us to help them actualize grand ideas in the physical space. The launch of Carmelo Anthony’s M8 signature shoe was such an instance. Nike and friends had the beginnings of a massive concept, but turning that vision into reality seemed nearly impossible. That’s where we came in.

Solution

We partnered with innovative technology developers, leveraged our relationships with the city and secured talent to create a robust product launch straight out of the future. It all went down at a pier on the Hudson River. A giant branded M-Evolution Wall highlighted the product design evolution from the M1 to the M8, and deconstructed the new M8 model into an oversized display of its innovative and explosive features. Popular NYC food trucks lined the pier. A Pop-A-Shot competition projected scores onto a vacant building across the water. Naturally, Carmelo Anthony was in attendance and spent the night engaged with fans and youth basketball players.

But what happened next literally made jaws drop. The buzz of rotorblades introduced a branded helicopter that flew up the Hudson, circled the pier and dropped a stunt man posing as Carmelo into the water. Using hydrotechnics and mist-based holographic projections, a 40-foot-high Carmelo Anthony projection exploded from the water, dribbling, shooting and dunking in a 3-D display that dazzled and riveted the 2500-plus fans and VIPs in attendance. As if things couldn’t get any crazier, Queens-native Nas showed up to perform a surprise DJ set against the backdrop of the city skyline.

The activation brought in over 2,500 consumers in attendance and stunned every single one of them. Attendees uploaded at least 15 different organic YouTube videos, resulting in more than 500,000 views in the week after the event. Nike turned the event into a launch commercial that was aired on ESPN and major TV networks five days later as part of their push to reestablish brand Jordan as a performance-first product.

Visionary

Daring

Ridiculously fast