Creativity

Jordan: Carmelo Anthony--The City that Made Me

From Red Hook to the Knicks.

Published on Jan 10, 2013

Editor's Pick

Carmelo Anthony may be New York basketball's hopes and dreams now, but he hasn't forgotten his humbler Red Hook roots. Wieden & Kennedy New York launch the Jordan Brand's MELO M9, the latest shoe in Melo's sneaker line with a new campaign that focuses on the basketball superstar and the responsibility he feels to the city that made him who he is.

The spot accompanies a documentary series (see the first episode here) that features Melo talking about New York beyond the Knicks. The film, directed by The Hudson Dusters of Greenpoint Pictures, features Melo's family and friends like Nas and Bernard King, to dissect what it means to be Carmelo Anthony. The second and third episode will roll out later in January.

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Credits

Date
Jan 10, 2013
Agency:
Weiden + Kennedy New York
Client:
Jordan
ECD/Production:
Scott Vitrone
ECD/Production:
Ian Reichenthal
Creative Director:
Andy Ferguson
Creative Director:
Brandon Mugar
Copywriter:
Eric Steele
Art Director:
Azsa West
Head of Content Production:
Lora Schulson
Producer:
Kate Morrison Schermers
Production Company:
Greenpoint Pictures
Director:
The Hudson Dusters
Producer:
Tatiana Rudzinski
Executive Producer:
Michael Kuhn
Executive Producer:
Jacob Lincoln
Director of Photography:
Rod Lamborn
Editorial:
Final Cut - New York
Editor:
Matt Murphy
Editorial:
Greenpoint Pictures
Telecine:
MPC-LA
Online/Mix:
Final Cut - New York
Music:
Human Worldwide

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