JORDAN, THE ONE

Rooted in the pursuit of becoming the best, The One celebrates the next generation of basketball talent competing for the opportunity to rise above the rest. The campaign followed young athletes across Asia as they progressed through qualifiers, training, and competition, highlighting the dedication, discipline, and belief required to earn their place among the game's next generation.

The Creative Idea:

One remains.

The One is built on the idea that greatness is earned through competition. Every player enters with the same dream, but only one can emerge at the top. The creative direction focused on the intensity of that journey, capturing athletes not as finished stars, but as competitors actively proving themselves. Through a mix of elevated portraiture, dynamic movement, and Jordan Brand attitude, the campaign celebrated the commitment, resilience, and ambition required to separate yourself from the field.

My Role:

Concept Development / Art Direction / Creative Production

Took the global The One creative toolkit and extended the platform across APLA territories, leading the regional creative direction while ensuring each execution remained connected to the larger Jordan Brand vision. Directed the capture of qualifier athletes across still photography and motion, then led the creative development and production of finalist imagery designed to integrate seamlessly into the global ecosystem and social rollout. The work became a benchmark within the broader The One program, with the imagery recognized as a best-in-class example and referenced by other Jordan geographies as a standard for future campaign execution.

Creative Director: Kyle Forsdick

Japan Creative: Eri Imamura

Narrative: DavidLieberman

Producer: Allison Ramos

Photographer: Ryohei Ambo (Japan) / Aya Cabauatan (Manila)