Having determined the core insights and strategy for the Jordan Lifestyle campaign, the creative solution was to tell the story of Michael Jordan's roots in Brooklyn, New York. The campaign story was told across multiple media platforms and through non-advertising content including one of the most influential mediums for this target-a music video. Since the brand did not have the print or broadcast media budget to compete with its largest competitors, this innovative approach established a sense of bigness for the brand while maximising the production budget. A collaboration was struck with Geffen Records rap artist Common (who hails from Chicago and is a well-known Jordan fan) and acclaimed video director Paul Hunter.

The Jordan "Be" music video captures notable team Jordan athletes (Terrell Owens, Quentin Richardson and Carmelo Anthony) as they travel to Jordan's childhood brownstone in Brooklyn. We see the athletes interacting with various members of the community as they make their way to NJ's former home. Having arrived, the entire community takes a picture together in front of MJ's childhood home, where they returned to "where (their collective) soul begun".To further realize this story, we created a print campaign, featuring vignettes from the music video and the tag line, "The Life. The Legacy. The Collection". Through this series of print executions, we again see the athletes as they experience the community in which Michael Jordan's legacy was born.