“Class of XXXI” case study:
“Trophy Case” film:
The bulk of the campaign was centered around bespoke Jordan Brand orientation packages, customized for schools with the top basketball programs in the country.
The campaign was the started an annual effort by the Jordan brand to give high school stars
the inspiration they deserve.
The ‘Class of’ effort has since become an institution at Jordan Brand.
Nike Air Jordan: Class of XXXI
Art Director: Lawrence Melilli
Copywriter: Matt Mulvey
Creative Directors: Caleb Jensen + Jimm Lasser
Producer: Orlee Tatarka
Director: Grant Singer
“The Class of XXXI is writing its legacy.”
-SLAM MAGAZINE-
We also reissued special edition Jordans from the graduation years of Carmelo Anthony, Russell Westbrook and Chris Paul in their high school’s colorways.
7 of the top 10 picks from the 2018 NBA draft participated in our program, including Trae Young who’s since went on to become one of the best players in the league.
Role: Art Director
Partner: Matt Mulvey
Creative Directors: Caleb Jensen + Jimm Lasser