The idea for Harden Vol. 2 campaign came from an insight that was given to us by James, "Not everyone can relate to dunking, but any player can relate to changing direction." This was our guiding principle which lead us to some super interesting explorations for this campaign. From photography and scanner manipulation to physical screenprinting we wanted to bring James' idea of changing direction to life in a super unique way. This was a huge learning process for everyone involved and we utilized many different mediums and techniques in order to bring these final assets to life.
I had the pleasure of working alongside an amazingly talented group designers, photographers, writers and producers to bring this campaign to life. This was a huge collaboration with a ton of moving parts and it couldn't have been done without a ton of hard work from all parties. My major contribution to this campaign was in the ideation and development of the graphic look and feel of all campaign assets. From action and portrait, to product, I had a hand in developing the art direction of these assets and seeing it through to final delivery
Design Director: Mark Dayao
Art Direction: Chris Erickson,
Design: Chris Erickson,
Athlete Photography: Atiba Jefferson
Copywriter: Brian Hamilton
How In-House Design Award -Outstanding Achievement Winner