Wieden + Kennedy introduce the new sneakers with a three-storey-tall image of Carmelo Anthony.
To mark the launch of Carmelo Anthony’s new Jordan Melo M8 shoe, creative agency Wieden + Kennedy New York decided to showcase his basketball skills at a nighttime show on Pier 54 in New York City.
A crowd of more than 2,500 people watched a surprise water projection on the Hudson River, with special effects showing a three-storey-tall Melo dribbling, dunking and walking on the surface. Anyone who couldn’t attend could watch the explosive show live at a special Nike site. You can see footage of the event and the water projection below: