Wieden+Kennedy New York enlisted Catch&Release to curate a series of shots for the :60 sec Nike Jordan “Wings” stunner featuring Maya Moore, forward for the Minnesota Lynx and four-time WNBA champion.
Director Nabil Elderkin wanted to create a raw, intimate look into Maya’s transformation from rookie to pro. He tasked Catch&Release with sourcing images of Moore’s career highlights and game footage; the images needed to capture Moore’s internal mindset as she comes into her own on the court.
The images of Moore were then superimposed against Michael Jordan’s classic “Wings” poster from 1985. For the first time, Jordan’s “Wings” story is told through black-and-white motion, to inspire and empower a new generation.