W+K and Carmelo Anthony launched the Jordan Melo M8 in an explosive way from Pier 54 in New York City earlier this year. While rap star Nas performed for a crowd of 2,500 people, a three-storey-tall Melo projection appeared, that dribbled, dunked and walked -- all on the Hudson River. A Melo stunt-double also rappelled into the river from a helicopter -- and finally, Melo himself appeared on stage, encouraging participants to play games for a chance to win prizes.
Those not in attendance could also watch the spectacle live across multiple browser windows at a special site. Read more about the stunt in behind the work.