RUN IT FORWARD

JORDAN

Creative Direction & Concept Development

For Jordan Brand’s Run It Forward Black History Month campaign in honour of Celebrating Black Excellence through Basketball, I co-developed a community-driven campaign designed to celebrate Black community leadership, creativity, and collective progress through storytelling rooted in sport and culture.

The project required balancing brand storytelling with cultural sensitivity and audience authenticity, helping create a campaign that centred community voices while reinforcing Jordan Brand’s connection to creativity, representation, and youth culture.

Working within a multidisciplinary team of strategists, creatives, producers, designers, and motion specialists, I helped shape the campaign’s creative direction and audience-facing storytelling across digital touchpoints and campaign assets.

My role focused on translating cultural insight and community narratives into engaging campaign concepts that felt authentic, emotionally resonant, and socially relevant, while ensuring alignment with Jordan Brand’s wider identity and values.

Responsibilities included:

• campaign ideation and narrative development

• shaping messaging and storytelling direction

• creative direction and on-set shoot execution

• collaborating with cross-functional creative and production teams

• developing culturally relevant audience communication

• ensuring consistency across campaign assets and digital experience

• post-production for paid and organic recap content

• briefing photographers, stylists, video editors and other creative partners

• script for the main hero AV and copy for the Jordan purpose website and social media assets

• interviewed basketball players, fans and grantees for the hero edit

Credits

Creative direction & narrative: Melody David
Creative direction: Joris Kangeri
Art direction: Emma Nikolovski

Agency: AKQA