Dexton Deboree

Melo M12
Jordan

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, Jordan.com and retail screens, leading to the most successful campaign of the signature shoe's history without relying on any paid TV media.

Case Study