The AJ 2012 marked the Jordan brand's release of a groundbreaking flight system -- sneakers that utilized two inner sleeves and three midsoles, a custom fit and cushioning for three different styles of play.

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We brought the system to life with an immersive digital experience built around a next-level, parallax scrolling HTML5 site.

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The target audience of 14 to 24-year-old males required an engaging experience that could be accessed anywhere, but the complexity of the shoe made it difficult to explain to the consumer. This innovative site tells the entire product story with a few scrolls or swipes allowing visitors to dive quickly into different configurations.

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The animated experience transitions from vehicles made of shoe components to the actual product, which assembles in 3D space, accompanied by feature-specific callouts, designer interviews and poster downloads. Parallax movement through each section mirrors the Fly Over, Fly Around or Fly Through performance themes. On completion, visitors can opt to buy the footwear, share on Facebook or tweet to win their favourite AJ2012 set-up. The site’s sophisticated design and HTML5 framework ensure a seamless experience across mobile and tablet devices.

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The campaign spread through social media within hours of launch, with hashtags #FlyAround, #FlyOver and #FlyThrough dominating news feeds. For the first time in years the Air Jordan launched without a TV spot or Print ad, but just like MJ, the AJ2012 set new records.