Jordan Racing concept.
What if Jordan Brand launched its own racing team? We imagined the full launch, from the Speed Demon campaign and posters to a telemetry inspired website, racing streetwear and a flagship research facility. Basketball heritage meets Formula 1 speed.
Designed by Studio /03
Concept project, not affiliated with Nike or Jordan Brand.
Art Direction, Brand Identity, Campaign Design, Web Design, Poster Design, Apparel Graphics, Motorsport, Concept
A creative technologist takes an idea and works out what technology can do for it. Then builds the way it gets made, so it works a second time too.
That's the short version, as a 39-second pixel film. I'm the one with the hat.
In my own work it goes two ways. Creative workflows make the work: the images, clips and films. Operational ones keep it running, like the setup behind a team using AI every day. For both, the loop is the same: test it, break it, build it better.
The voice in the film is a synthetic version of mine. The animation is drawn in code.
Love this definition! "Works a second time too" is the real difference between a cool experiment and actual creative technology. Building the system so it repeats is where the craft is. That 39-second pixel film sounds fun - love that you put yourself in it with the hat! 😄