Creativity

Maya Moore recreates Michael Jordan 'Wings' pose in an ad for a new era

WNBA star appears in spot and outdoor work inspired by iconic 1989 poster

By Alexandra Jardine. Published on May 23, 2018

Editor's Pick

WNBA star Maya Moore recreates Michael Jordan's classic "Wings" poster from 1989--which graced thousands of bedrooms in the '80s and '90s--as the brand updates it for a new era in a TV ad and outdoor campaign.

The 60-second black and white spot, directed by Nabil via Reset, shows Moore recreating Jordan's almost Christ-like pose while revisiting her career highlights, including childhood footage obtained from her mother.

It's set to Nina Simone's "Feeling Good," remade by Amber Mark, and in the final seconds of the film, you hear the words of Michael Jordan himself, reworking the quote: "No bird soars too high if she soars with her own wings," a line edited from the original poster and originally taken from William Blake. The spot launched Sunday night. during the WNBA opening game as Moore received her fourth WNBA Title Ring.

It's accompanied by OOH showing Moore on the new poster, running in NY, LA and outside of the newly renovated Target Center in Minnesota.

In the age of female empowerment, it seems like a smart move for the brand.

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Credits

Date
May 23, 2018
Client:
Jordan
Agency:
Wieden & Kennedy New York
Executive Creative Director:
Karl Lieberman
Creative Director:
Caleb Jensen
Creative Director:
Jimm Lasser
Art Director:
Lawrence Melilli
Copywriter:
Matt Mulvey
Head of Integrated Production:
Nick Setounski
Executive Producer:
Orlee Tatarka
Account Team:
Jordan Muse
Account Team:
Liz Lindberg
Account Team:
Ashley Pratt
Brand Strategist:
Brandon Thornton
Brand Strategist:
Aya Watanabe
Social Strategist:
Jessica Breslin
Art Producer:
Pietro Clemente
Business Affairs Manager:
Justine Lowe
Business Affairs Manager:
Lindsey Timko
Business Affairs Manager:
Brit Freyer
Media Planning:
Karlo Cordova
Media Planning:
Branden Bouvia
Media Planning:
Chad Muratev
Traffic Manager:
Sonia Bisono
Project Manager:
Kristin Daly
Project Manager:
Carly Lissik
Director of Art Production:
Deb Rosen
Head of Business Affairs:
Patrick O'Donoghue
Production Company:
RESET
Director:
Nabil
Executive Producer:
Deannie O'Neil
Line Producer:
Leslie Vaughn
Director of Photography:
Darius Khondji
Editorial Company:
Joint Editorial
Executive Producer:
Michelle Carmen
Editor:
Tommy Harden
Producer:
Renee Haar
Producer:
Aly Ryan
Assistant Editor:
Stephen Nelson
VFX Company:
Bonfire VFX
Flame Artist:
Brendan O'Neil
Flame Artist:
Pierina Bustamante
Mix Company:
Joint Editorial
Mixer:
Noah Woodburn
Audio Assistant:
Natalie Huizenga
Executive Producer:
Leslie Carthy
Music:
"FEELING GOOD"
Music House:
Walker
Executive Producer:
Sara Matarazzo
Composer:
Christopher Keyes
Vocalist:
Amber Mark
Vocal Arrangement:
Amber Mark
Color Company:
CO3
Colorist:
Tom Poole
Assistant Colorist:
Jenny Montgomery
Producer:
Alexandra Lubrano
Photographer:
Carlos Serrao

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