Basketball legend Jayson Tatum always finds a way. A way to the basket. A way to his dreams. A way to elevate his game — and his signature shoe.

M35 worked with the Nike Jordan design team in Portland to bring the story behind the development of the new Tatum 2 shoe to life. The brief was to communicate Jayson Tatums involvement in the process of developing the signature new shoe as well as to communicate the key innovations and benefits of the shoe: Dynamic Fit, Grip/Traction, Lightweight.

To achieve this a range of static and motion visual storytelling assets were developed. These were then combined into creative mood boards. In this way we were able to not only demonstrate the innovation behind the shoe, but also demonstrate Jaysons involvement in the process and how he went about selecting and curating his favourite parts into the one signature shoe.