Los Yorks Dexton Deboree Writes/Directes New Content Campaign for Jordan

Los Yorks Managing Partner Dexton Deboree has just written and directed a new, 360 campaign for Jordan Melo 12 Built for More. The main spot launched on multiple channels last week, including www.jordan.com, Facebook, and Instagram. Additional digital and social content, key Home Page images and a retail video; which all feature a common creative thread and theme, also launched.

To view the Jordan Melo 12 Built for More piece, go here: http://bit.ly/1WMWoxx

To View Supporting Social and Retail Content go here: http://wdrv.it/1VoWji9

Traditionally known as an Executive Producer, Los York's Deboree concepted the campaign with the Director of Advertising at the Jordan Brand, Desmond Marzette. The pair collaborated closely with Carmelo Anthony on the compelling personal story, and then wrote the script. This marks the third such collaboration between Desmond and Dexton and sparks an interesting dynamic of how contemporary processes in advertising are changing and evolving. This project gave Deboree the opportunity to spread his own creative wings and write and direct this piece working closely with Desmond throughout. He also directed all of the social and digital content, creating a full, 360-degree campaign.

Led by Deboree, the Los York production team shot from a helicopter (to capture the overhead city shots), as well as a drone (in the gym), a jib arm, a latter, five unique camera mounts, and a Steady-Cam. They shot with seven different cameras (an ARI, 2 ARI Minis, 1 GH4, one Black Magic and 2 Go Pros), shooting with as many as four at a time on the court with Melo.

The breadth of this campaign and the importance of how we managed and created it as a new kind of company is what the Los York story is all about, explains Deboree. This is also a huge testament to the Jordan Brand and how innovative and forward thinking they are and have always been, when it comes to both products and their supporting marketing efforts. They constantly take risks and ask why and why not, all in service of truly offering their consumers the most authentic and rich engagements with the brand. This was a highly personal project for me. I was first inspired by Melo, wanting to make something personal, potentially tie in childhood roots, inspirations and even his own family. As a father, an archaeologist of creative material and an avid believer in starting with the root inspiration to any great narrative, I wanted to convey the story of Carmelo Anthony's return to his home of Baltimore, playing in the very gym he learned to play basketball at seven years old and introducing his son to his city, this gym and what laid the foundation to his path as a man and world class athlete. We wanted to show him reconnecting to his roots, his city, and all that inspired him to be who he has become: a phenomenal talent in basketball. I found his story very relatable, considering certain influences in my own life: how I got to where I am and what inspired me to do so. Tapping into that and working closely with Desmond, who shares very similar life and creative ethos as I do and in working closely with Melo himself to get to the heart and soul of his story for him was the ingredients to what made this something special. Filming in the great city of Baltimore, only made the rich experience that much more soulful. That city is filled with love and spirit of comradery that fueled the production and the resulting content. To top it off, I got to work with my best friend, and one of the best editors in the business, Adam Pertofsky of Rock Paper Scissors. As a true basketball fan, an authentic and longtime Knicks and Melo fan and an avid aficionado of Jazz, this project was made for him to be a part of. And I think the edit shows his passion and talent in spades.

This campaign truly speaks to the changing landscape of advertising, which is the philosophy under which Los York has been born and the context through which Los York is blessed enough to work with the Jordan Brand through, concludes Deboree. I've always written, and I am known historically as an EP. Combining those things with Directing, account management and what I would call more traditional Ad Agency CD'ing is all much newer for me, but truly an example of how we all must evolve and wear many hats and maybe most importantly understand skills and talents outside our core focus or division of past labor. I had an amazing EP/Account Director Martha Smith on my team (and a private confidant in my business partner Seth Epstein a Director and ECD himself) and that made up the entire agency and Production team that ran this project from concept through delivery. Our process, the close collaboration with Desmond and the Jordan Brand and intimate creative collaboration with Carmelo himself all worked in a way that feels important amid today's cluttered and complicated content ecosystem. The future is about the hyphenate, no rules, and swapping roles and seats at many changing, evolving and growing tables and most certainly defined by the very essence of what real collaboration today is truly all about.

Los York is in the midst of two Super Bowl experiential projects for Verizon and Nike, to be unveiled in February. Prior to this project on Melo, Deboree also directed a film on Chris Paul for Jordan CP3.IX Striking Control.

http://losyork.tv/studios/cp3-ix-striking-control/

About Los York Studios:

Our calling is Holy Shit! We are a new kind of creative agency. We integrate disciplines of strategy, idealization, production, digital media distribution and digital and social measurement with one team, under one roof, to create elevated content for TV, digital, social and live experiences. Born from a celebrated history in Design and TV Commercial Production, lead by Seth Epstein and Dexton Deboree, Los York is a collective of multi-skilled

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