Thu, 26 Feb 2015 09:48:00 GMT
Jordan Brand teamed with Creative Shop Stardust and Innovation Agency AKQA, to create The Last Shot, an Immersive Experience which marked one of the pinnacle events at this past months All Star Weekend in New York City.
The creative team at Stardust collaborated closely with the brand and AKQA to deliver an experiential re-creation of two of Michael Jordans most memorable Last Shots, as well as a third, unique future-facing shot.
The key to success with any immersive interactive experience is to create the tightest feedback loop possible, explains Stardust Managing Partner Dexton Deboree. Stardust has become experts in crafting brand narratives, while AKQA are the masters of technology and user experiences. So between us and the strong and innovative Marketing team inside Jordan Brand, there was always this flow from Story to Technology and Physical Logistics that resulted in the Nephews (Consumer) experience.
According to Deboree, once a technical spec changed or a physical logistic pushed against the plan, the story would then shift. As a true think tank of creative minds, we would always run it back through the filter of the end-users experience to ensure that a shift in technology, physical logistics, or narrative still provided for the experience we had intended from the outset, he notes. Judging by the results, we succeeded in doing just that.
Categories: Shoes, Clothing and FashionAKQA US, Thu, 26 Feb 2015 09:48:00 GMT