Project Overview:

This campaign marked Jalen Hurts’ official welcome to the Jordan Brand family, built around his “Breed of One” mentality- a mindset that speaks to his individuality, focus, and drive to stand apart.

Deeply tied to his love for Philadelphia, the city he plays for and represents, the campaign was crafted to visually honor both Jalen’s personal story and his connection to the Philly community. The video was guided by a script written specifically for Travis Scott, helping to shape a narrative that blended Jalen’s journey, Philly street scenes, and community moments into a cohesive visual story.

The still assets were designed to complement the video and Jordan’s broader “welcome to the family” series- featuring a mix of in-studio lifestyle portraits and candid visuals that captured the full spectrum of Jalen’s identity as both an athlete and a cultural figure.

The result was a multi-layered campaign that celebrated Jalen’s arrival to Jordan Brand while showcasing his bond with the city that stands behind him.‍

Scope of Work:

• Concept & Development: Created the campaign concept and narrative framework, aligning Jalen Hurts’ “Breed of One” mentality with visuals and messaging that honored his connection to Philadelphia and his unique journey.

• Art Direction: Led the visual direction across all campaign elements, including set design, visual approach, and styling, to authentically capture Jalen’s intensity, personality, and community ties.

• Photography: Produced a range of assets, including in-studio lifestyle portraits, on-field action shots, and community-driven imagery to support both the campaign film and Jordan’s “Welcome to the Family” athlete series.

• Post: Managed image selection, retouching, and final color grading, and graphics to ensure a cohesive visual language across all deliverables, aligning with Jordan Brand’s standards and the broader athlete announcement rollout.