7.9M video views

2.3M engagements 45.5M impressions

Photo: Everett Bouwer



This was Laundry Service’s first vertical-only social campaign. As an editor, I leveraged the vertical space using split screens and integrated Materazzi’s subtitles as dynamic graphic elements, to create a piece as beautiful and engrossing as any widescreen film.


The “Shattered Backboard” campaign earned over 7.9M video views, 2.3M engagements, 45.5M impressions, and 17.1K link clicks to the product page on Nike.com. At the end of 2016, the film (as it appeared on Nike’s Instagram account) was named the most engaging Instagram post of the year by Ad Age.

Facebook Ad Reporting measured a 9.71% lift in brand recall during the campaign. Jordan Brand also distributed our content across Chinese social channels, Nike digital platforms, and in-store in Europe, resulting in ~30M additional video views. The Air Jordan XXXI exceeded sales expectations globally, and the limited edition Air Jordan I colorway sold out nearly instantly worldwide.

The Team

Global Senior Director Digital - Jordan Brand at Nike

Dan Harbison 

Executive Creative Director

Will Ulbricht

Associate Director of Strategy

Nick Sheingold

Account Manager

Blair Wheadon

Creative Strategist

Brennen Schlueter


Michael Taylor

Senior Producer - Co-director

John Petrina

Senior Community Manager

Cam Clow


Matt Hause

Director of Photography(Italy Unit)

Austin Will

Still Photographer

Everett Bouwer


Patrick Weishampel

Title Design

Patrick Weishampel

Sound Design

Patrick Weishampel​​​

Photo: Everett Bouwer

© 2019