Though not an official sponsor, Jordan wished to be a part of the conversation surrounding the London Olympics and its marquee event, basketball. #RISEABOVE, the brand's first Instagram campaign, did this by celebrating the passion of players around the world. 

 

The campaign was kicked off by four YouTube mini-documentariles relaying inspirational stories about ballers who had overcome seemingly insurmountable challenges to play the game they love. This was the catalyst for thousands of contibutions to the Jumpman23 Instagram channel, which were showcased along with the documentaries and tweets, on a dynamic HTML5 site.

 

The result was over a half-million Instagram/Facebook likes, 1.7 million YouTube views and 327 million impressions. The campaign was also recognized by the Lotus Awards and ONe Show. 

 

#RISEABOVE was also extended to a participatory Jordan experience at the World Basketball Festival where video trailers, Instagram photos, tweets and photo booth images were shown on a giant, live-generated dynamic LED screen.

 

My primary contribution to this campaign was copywriting and photography for the campaign hub. I also helmed the creative and edited content for the World Basketball Festival experience. However, all credit is due to the core team in Vancouver who came up with the concept, made the documentaires happen and facillitated the most sucessful digital campaign in the history of Jordan Brand.