Run It Back is a campaign featuring three top—flight L.A.-based high school basketball teams, focused on educating the student athletes on the filmmaking process in a hands-on way. Anchored by a :90 anthem film, which was voiced, and partly shot, by the student athletes themselves, the campaign premiered at Jumpman L.A., Jordan’s flagship location in DTLA to commence the upcoming season.

In addition to the anthem film, each school was provided with their very own :15 sizzle reel and a series of portraits to be shared across various social channels, and used by the atheletes.

This collaboration with Jordan provided an opportunity to work directly with high school student-athletes and empower them to tell their own stories. Before equipping them with GoPros, I introduced the fundamentals of filmmaking through hand-made zines that drew parallels between the game of basketball and basic camera technique.

In addition to social, we used our campaign photography to design a custom poster series for each school that were put on display at the DTLA screening. This allowed us to both celebrate the students’ contributions to the film and deepen Jordan’s UNITE brand story.

The campaign photography by Roman Koval was used to design a custom poster series for each school that were put on display at the DTLA screening. This allowed us to both celebrate the students’ contributions to the film and deepen Jordan’s UNITE brand story.