A rapid strike creative and production approach to better utilize the talent within Jordan Brand.
Breakfast Club was a concept born during the 1990-91 NBA season, when Michael Jordan was determined to find a way to beat his Eastern Conference rivals the Detroit Pistons and win the NBA championship. Bringing that drive and determination to life in present day as a means to inspire high school athletes to train beyond the basics, was our task. We scripted dozens of storylines based on current Jordan champions, interviewed 44 Jordan athletes, filmed their training regimens and created the training tenets of the Breakfast Club to create resonant and relevant content for three brick and mortar training locations as well as an upcoming mobile app. “Rise. Work. Shine.” was the platform that unified all of the program’s messaging.
The assets yielded from these quick turn shoots enabled us to tell deeper individual training stories with key athletes or develop content for impromptu branded events in a timely manner.