W+K New York, Jordan ‘Make Space’ for Russell Westbrook

By Erik Oster 

W+K New York launched a new spot for the Jordan Brand, featuring Oklahoma City Thunder point guard Russell Westbrook.

The 60-second spot, entitled “Make Space” opens on a shot of outer space. “Look at all these stars out here, here comes another one,” says an ardent young Westbrook admirer as the camera zooms out to reveal the Air Jordan XXX. “Clear the area, clear the lane, he ain’t playing games!” shouts the young fan as Westbrook walks towards the court and Run The Jewels‘ “Blockbuster Night Part 1”  blares in the background (an excellent choice). Rather than “another quiet boy running point,” Westbrook is “a thief…taking your stats, taking your headlines,” says the  boy. Citing Westbrook as the next big thing, he claims he’s “about to take off,” before the ad ends on the tagline, “The next frontier of flight.” There’s a nice parallel between the young fan’s confident enthusiasm and those aspects he praises of Westbrook’s game that should appeal to fans of Westbrook, the Thunder and the NBA in general. The tagline also gels with the brand’s own look forward with new line. The spot, which debuted on Saturday, will run through Sunday, February 21.

Agency: W+K New York
Executive Creative Directors: Karl Lieberman & Colleen DeCourcy
Creative Directors: Caleb Jensen & Jimm Lasser
Creatives: Blair Warren & Pepe Hernandez
Senior Producer: Orlee Tatarka
Head of Content Production: Nick Setounski
Account Team: Jordan Muse, Jonathan Chu, Liz Lindberg

Production Company: Anonymous Content
Director: Mark Romanek
Executive Producer: Eric Stern
Director of Photography: Rob Hardy

Editorial Company: Spotwelders
Editor: Robert Duffy
Assistant Editor: Sophie Kornberg
Post Producer: Amanda Slamin

VFX Company: Method Studios
Executive Producer: Angela Lupo
Senior Producer: Julia Newland
Lead Flame Artist/Creative: Randie Swanberg

Song: “Blockbuster Night Part 1”
Artist: Run The Jewels
Sound Designer: Brian Emrich
Music Supervisor: Maxwell Gosling/Little Ears & Andrew Kahn/GEMS

Mix Company: Sonic Union
Mixer: Steve Rosen