Jordan CP3.VI : Cut Through L.A.

Moves frozen in time.

Published On
Oct 05, 2012

Editor's Pick

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.

Credits

Date
Oct 05, 2012
Brand:
Jordan CP3.VI
Client:
Jordan CP3.VI
Agency:
Wieden & Kennedy
Director:
Andreas Nilsson
Production Company:
Biscuit Filmworks
Creative Director:
Andy Ferguson
Creative Director:
Brandon Mugar
Copywriter:
Alexander Barrett
Art Director:
Jed Heuer
Business Affairs Director:
Sara Jagielski
Business Affairs Manager:
Angel Cielo
Executive Producer:
Dan Blaney
Brand Strategist:
Ben Alter
Executive Creative Director/Production:
Ian Reichenthal
Executive Creative Director/Production:
Scott Vitrone
Head of Content Production:
Lora Schulson
Production Company:
Biscuit Filmworks
Director:
Andreas Nilsson
Executive Producer:
Colleen O'Donnell
Line Producer:
Pete Vitale
Director, Photography:
Crille Forsberg
Production Designer:
Brock Houghton
Wardrobe Stylist:
Shirley Kurata
Managing Director:
Shawn Lacy
Production Company:
Show Cobra
Executive Producer:
Kate Susman
Editorial Company:
Show Cobra
Editor:
Dom Whitworth
Post Producer:
Charlie Clark
Post Executive Producer:
Kate Susman
Music and Sound Artist:
Mike Snow
Producer:
Pontus Winnberg

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Project Type