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Mitchell & Ness x Jordan - "The Shot"

Andpeople Surry Hills, Australia

1202

Brand: Mitchell & Ness x Jordan
Country: Australia

Advertiser: Mitchell & Ness x Jordan

Title	The Shot
Agency	Andpeople
Campaign	The Shot
Advertiser	Mitchell & Ness x Jordan
Brand	Mitchell & Ness x Jordan
Date of First Broadcast/Publication	2022 / 4
Business Sector	Sneakers / Athletic Footwear
Philosophy	Great Guns’ Suzanne Kim has teamed up with Mitchell & Ness, Philadelphia's oldest sportswear company, to celebrate an iconic moment of sporting history. 40 years on from Michael Jordan’s 1982 NCAA Championship Game as a freshman, ‘When Mike Became Michael’ celebrates the sporting legend’s last-second basket which set him on a path to stardom - all through the eyes of a teenage girl. The film, which heralds Mitchell & Ness’ exclusive sale of the iconic 1983-84 Michael Jordan University of North Carolina Jersey, opens inside a home where a girl and her father are seen watching sports. Bathed in a hazy aura of nostalgia, we hear fuzzy commentary of the match play over the action. As the audio drifts in and out, the scene cuts between several shots of the girl’s life - practising basketball alone and with her dad, spending time with him around the dinner table, and watching the game at the edge of their seats. As the atmosphere intensifies, the crowd chanting with increasing passion, we hear them erupt into applause for the final frame: the girl, wearing Michael Jordan’s famous jersey, as the commentator announces the star’s victory. Agency Andpeople reached out to director Suzanne Kim, known for pursuing narratives anchored by strong female athletes - as well as her love for basketball. The simple yet unorthodox brief asked Suzanne to celebrate the 40th anniversary of the famous moment ‘When Mike Became Michael’ ahead of the auction of his iconic jersey, but through the introspective space of a young female athlete. Working collaboratively with the agency and Mitchell & Ness to elevate the idea, Suzanne opted for a subtle yet experimental approach to the audio and images, with minimal explicit reference to the product and the legendary shot. Whilst non-basketball fans may not immediately grasp what is being alluded to, the film is expertly crafted to ensure that they still get swept up in the passion. To further immerse the audience in the protagonist’s inner mind, Suzanne experimented with the psychology of audio and music. Creating a vortex of sound with the original 1982 commentary weaving in and out, editor Phoebe Taylor and Suzanne worked to mimic the nature of the character’s mindscape, reflecting thoughts of basketball, Michael Jordan, and the iconic shot marinating in her brain. To compliment the dreamlike approach, the teams juxtaposed stylistic quick cuts with free-roaming documentary-like images, rousing viewers while also giving them the space to feel. Wanting to present an authentic and natural-feeling family relationship, Suzanne cast actual father-daughter duo Bevon and Gabriela Jaars for the ad. Bringing their behind the scenes playful energy in front of the camera, the audience is granted an insight into their special dynamic, bonding over a shared love of sports. Casting Gabriela also allowed Suzanne to amplify a powerful female story and capture the intersection between femininity and sport, as she has in the past with Running Bare’s International Women’s Day spot. During the shoot, Suzanne worked closely with the producers and 1st ADs to push the possibilities for the film within the realms of reality. The nimble crew worked to imbue the cinematography with a sense of intimacy, opting for over-the-shoulder, documentary style shots in natural lighting. Suzanne and cinematographer Chris Miles chose to shoot Alexa RAW, allowing them to better handle noise and edge detail, as well granting them more flexibility in altering the mood and look of the film later in the grading process.
Media Type	Digital
Length	62 seconds
Market	United States
Creative Director	Alexander Wu-Kim
Creative Team	Trav Leslie
Project Manager	Sarah Indraputri
Production Company	Great Guns USA
Director	Suzanne Kim
Producer	Jakson Gray
Cinematography	Christopher Miles
1st AC	Rob Tench
2nd AC	Hugo Odgers
Gaffer	Aaron Ashwood
Best Boy	Leah Ashwood
Grip	Richie Brown
Grip Assist	Sam Chapman
Production Designer	Octavia Spartles
Sound / Music / Mix	Oliver Dibley
Wardrobe / Stylist	Alexis Aquino
Hair and Makeup	Tina Matti
Production Assistant	Screen Omran
Talent	Gabriela Jaars
Talent	Bevan Jaars
Coach and Talent	Tatyanna Dumas
Post Production	ARC Edit
Editor	Phoebe Taylor
Colorist	Fergus Rotherham
Colorist	Daniel Molony