The AJ2012 Flight System could be customized for high-flying, quick or explosive styles of play. We decided to portray these basketball shoe configurations as vehicles, utilizing the components of the shoe itself to intuitively showcase the footwear's performance proposition.
The AJ2012 was explorable through one of the most advanced scrolling HTML5 sites created to date. The animated experience transitioned from the vehicle graphics to the shoe, which assembled in 3D space, accompanied by feature-specific callouts, designer interviews and poster downloads. Parallax movement through each section mirrored the performance themes. On completion, visitors could choose to buy the footwear, share on Facebook and/or tweet to win their favorite AJ2012 set-up. The site's elegant design and HTML5 framework ensured a seamless experience across mobile and tablet devices.
The digital concept lead AJ2012 marketing efforts. Dynamic banners and interactive takeovers of major websites propagated the "Choose Your Flight" messaging. Social supported the shoe's various launches and initiatives through a Twitter hashtag campaign, Facebook integration and a sweepstakes. A tablet app and custom video content were featured in the AJ2012 Flight Lab consumer space at NBA All-Star Weekend.
My contribution was towards concept, creative direction and copywriting. What I liked most about how this came to life is that it was basically a result of playing with the shoe components like they were Lego. Choose Your Flight won a host of awards, most notable Cannes Cyber and Mobile Lions.