Melo M12

Built For More

To introduce the 12th iteration of this premium basketball shoe, The Jordan Brand needed a concept that cut through the noise that surrounds Melo. Dexton wrote and directed a 360 content campaign that captured what defines Carmelo Anthony as a star athlete, a father, and a man.

The result engaged consumers across a wide range of digital and social channels, and retail screens, leading to the most successful campaign of the signature shoe's history without relying on any paid TV media.