AJ11
DESCRIPTION →
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2023
○ creative direction | design | animation
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○ creative direction | design | animation
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Directors cut and exploration for the AJ11 '23 campaign
This is a non-official reinterpretation and director’s cut of a social media advertisement promoting the release of the AJ11 Women’s Edition. Created independently and not commissioned, it complements the extensive marketing campaign featuring live-action shoots and collaborations with renowned artists.
As an exercise in minimalism, I’ve chosen to present an alternative version during the process. This version places exclusive focus on the gel component, highlighting it as the striking element that unveils the latest AJ11. Strategically placed tapes serve as visual cues reminiscent of court lines, while the accompanying sound further reinforces the strong connection to the world of basketball.
This is a non-official reinterpretation and director’s cut of a social media advertisement promoting the release of the AJ11 Women’s Edition. Created independently and not commissioned, it complements the extensive marketing campaign featuring live-action shoots and collaborations with renowned artists.
As an exercise in minimalism, I’ve chosen to present an alternative version during the process. This version places exclusive focus on the gel component, highlighting it as the striking element that unveils the latest AJ11. Strategically placed tapes serve as visual cues reminiscent of court lines, while the accompanying sound further reinforces the strong connection to the world of basketball.
alternative version →
credits
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creative direction: vitaly grossmann
animation/design: vitaly grossmann
simulation: philipp pavlov
sound: cypher
sound design: joseph sims & john black