OBI TOPPIN x JORDAN
A portrait piece for rookie Obi Toppin following his signing with Jordan Brand. The concept centered on introducing Obi not just as a basketball player, but as a person — his energy, personality, and the way he carries himself off the court. Jordan Brand wanted to see the full picture of who they were partnering with.
This was shot during the height of COVID-era NBA restrictions, which meant extremely limited crew, strict health protocols, and creative problem-solving to achieve a premium look in constrained circumstances.
I shot the piece solo — one camera, available light, and Obi's natural charisma doing most of the work. The visual approach was minimal and cinematic: shallow depth of field, slow movements, and long takes that let moments breathe. No voiceover, no narration. Just Obi being Obi, with a score that lets the images speak.
We filmed at the Knicks training facility and on the streets of Tarrytown. The contrast between the intensity of the gym and the ease of the outdoor moments tells the story of a young athlete finding his rhythm in a new city.
The Jordan Brand collaboration was a milestone for Obi, and the piece needed to reflect the weight of that moment while staying true to his personality. No heavy-handed branding — just a kid living out his dream, wearing the Jumpman for the first time as a Knick.
The piece ran across Knicks and Jordan Brand channels. It became a template for how we approached brand partnership content going forward — always starting with the person, never the product.