size? - Air Jordan XI “Animal Instinct”

Role: Creative Lead / Fashion Stylist

Scope: Creative Direction / Concept Development / Casting Direction / Production Oversight / Campaign Styling

Project Overview: Conceptualised and led the creative direction for the Air Jordan XI “Animal Instinct” campaign for SIZE?, overseeing the project from initial idea through to final execution. The project spanned concept development through to final styling execution, ensuring a cohesive visual narrative across the entire campaign.

The creative approach explored individuality and attitude through the lens of Jordan culture, translating the “Animal Instinct” concept into a bold, expressive visual language. The final campaign delivered a strong balance of storytelling and styling, celebrating self-expression and the distinctive energy at the core of the Air Jordan legacy.