HARDEN VOL 2
“Not everyone can relate to dunking, but any player can relate to changing direction.” – James Harden
For the Vol 2, we continued to mine the disruptive territory that we had established with Vol 1. This time we were asked to focus more on product benefit : the ability to start, stop and change direction. Or as we like to put it - GAS. BRAKE. COOK. We decided to put the consumer in the defender’s shoes with a first person POV look at what it’s like to guard Harden when he really starts cookin’. We used a combination of scanner drags, stereograms and first-person POV video to bring that idea to life.
Awards:
Graphis Advertising Annual 2019 - Silver Award Winner
HOW - InHouse Outstanding Achievement
Design Director - Mark Dayao
Art Direction / Design - Jonah Nolde
Copy - Me
HARDEN VOL 2.
GOT THE GAME CHOPPED AND SCREWED.
LIKE NOTHING YOU'VE SEEN.
BUILT TO CREATE SEPARATION.
THAT CHANGE OF DIRECTION.
GAS. BRAKE. COOK.
Harden Vol 2 Commercial Video
