The idea of the frozen moment that Nike made famous with Michael Jordan and director Jonathan Glazer gets a modern day update with this Jordan Brand stunt starring NBA player Chris Paul of the L.A. Clippers, created out of Wieden + Kennedy.
Every last detail of Paul's signature down-the-court and into-the-hoop journeys was recreated in this live installation directed by Biscuit's Andreas Nilsson. Edited into the short film seen here, it marks the launch of Jordan's new CP3.VI. Shot in Venice Beach, the project was staged using 40 performers, including a bunch of Paul lookalikes, that together create a human chain that appears to be frozen in time.
The Paul lookalikes are positioned throughout, some of them jumping in mid-air (actually balancing themselves on plexiglass footholds) and dribbling a basketball (placed on steel poles). The performers "crash" through boxes and barrel past passers by, with some clever "bullet time" touches that show a woman about to spill a drink and a bicycle caught in mid-air with the rider falling off.
The idea is executed flawlessly but the frozen timeline featuring multiple body-doubles we've seen before, most notably in Yuki's "Sentimental Journey" video as well as a spot for Coca-Cola, "What Goes Around," both directed by the late Partizan director Nagi Noda.