Brand Jordan launched Carmelo Anthony’s M8 NYC Flight in October 2011 with “The Explosive Game”, a nightime light show on the Hudson River Pier 54 in New York. An audience of over 2,500 enjoying a live set from New York’s very own Nas were surprised by an unannounced projection show of a three-story-tall dribbling, dunking and walking on water Melo, Jordan-branded helicopter and ultimately a live appearance of Melo himself. The Explosive Game experience won Gold at the International ANDY Awards for Special Effects.
Click on the image below to play the Explosive Game video in YouTube (HD)
The Explosive Game campaign was developed at Wieden+Kennedy New York by executive creative directors Ian Reichenthal and Scott Vitrone, creative directors Brandon Mugar and Andy Ferguson, copywriter Eric Steele, art director Azsa West, senior producer Dan Blaney, agency event producer Gisellah Harvey, account team Julian Cheevers, Matt Ahumada, Yosef Johnson, head of content production Gary Krieg, user experience designer Kate Bauer, assistant director of interactive production Marc Maleh, senior interactive producer Brandon Kaplan, associate interactive producer Hana Marie Newman, senior joint producer Michelle Carman, editors Erin Harnden and Eric Schoenbrunn, tech director Husani Oakley, tech lead Sunny Nan, designer Sophy Lee-Designer, brand strategist Ben Alter.