To mark the release of the Jordan CP3.V - the fifth signature pair of sneakers by NBA sensation, Chris Paul -- we came up with a digital campaign that highlights Chris Paul's quickness, his stand out trait.
A breathtaking parallaxing site provides a dynamic environment to experience Chris Paul’s game and Jordan CP3.V footwear. The cinematic landing page introduces the streetball tournament backstory, while providing an option to view the interactive broadcast spot.
The main microsite consists of five parallaxing, wide-screen performance scenarios exploring CP’s quickness through vivid, multiple exposure imagery and user-navigated hotspots.
Each section is announced by high-energy voiceover and includes video tips from CP, as well as sharable HD posters. Detailed interactive product sections demonstrate the benefits of the CP3.V in context and offer the ability to purchase on the spot.
The concept allowed us to explore a unique way to show a 360 degree view of the shoe as part of the story.
Consumers could download 3 different sized wallpapers for their desktop that they could also share with their friends via social channels.
I find it important to highlight that my role in this campaign was one of Client Management. All of the concepts, creative, design, development and strategy were generated by the talented Blast Radius team listed below, who I had the pleasure of working with on this project:
Executive Creative Director: Mark Waggoner
Creative Director/copywriter: Greg Liburd
Art Director: Mitsuaki Yajima
Art Director: Joerg Merz
Designer: Marcus Eriksson
Designer: Jake Graydon
Designer: Brett Morgan
Strategist: Charles Voon
Community Manager: Stu Holdren
Development: Shaun Krislock
Development: Andrew Archbold
Video Editor: Jeff Lowey