My Nike Jordan-inspired photography project revolves around the iconic silhouette that is the Nike Air Jordan 1 in the original Chicago colourway, which was originally released in 1985 and designed for and worn by Michael Jordan during his rookie season with the Chicago Bulls. 

The concept was inspired by the notion of "air," due to it being a product line of Nike which is designed for athletic performance, providing superior cushioning and support that ‘combines style and comfort’. This approach effectively highlighted the essence of the Air Jordan brand combined with the visual narrative to emphasise the attributes of dynamism, agility, performance, and the connection to flight, highlighting the shoe's ability to enhance athletic movement and elevate the wearer's performance.

This project was shot in the studio using Broncolor lighting to capture the shoe with a floating, anti-gravity effect. Additionally, I photographed a model in mid-jump, creating a dynamic, suspended-in-air appearance.  Post-production was used to highly amplify these advertisement images. I experimented by adding motion blur to the subject to further add to the narrative. I aimed to capture and visualise dynamism to emphasise the sense of energy and movement captured in the photo, showcasing the shoe's association with athletic performance. Agility to highlight the shoe's ability to support quick, agile movements, crucial for basketball players. Performance to focus on how the shoe enhances the player's performance, providing support and stability during high-impact activities like jumping. 

Photography & Retouching: Matthew Brown

Still-life Photography Assistant: Liam Kelleher

Model Photography Assistants: Adam Elder, Lola Young

Main Model: Joseph Arthur

Secondary Models: Aaron Wu, Ethan