JORDAN BRAND: NEW DREAMS FOR KOREAN YOUTH
Our goal was to inspire young Koreans to follow their dreams—and to show how Jordan is there for them along the way.
What Did I Do?
Woof. The brief wasn’t the best. So I helped the team untangle it and land a clear concept: New Dreams
Wrote that manifesto you see below. I took a bit of a different tack by folding in some specific insights we got from our team in Seoul.
Partnered with the team at large to connect the narrative POV with visual language and shot list.
Wrote interview questions specifically geared toward creating a cohesive VO.
Presented narrative to brand partners and leadership stakeholders.
Created storytelling guidelines and copy framework.
Led copy direction for territory partners.
Helped finalize a suite of assets for use in social, owned channels, DTC and retail.
