For Dime #59, we caught up with Carmelo Anthony when he was in L.A. to film the new Jordan Brand commercial for his seventh signature shoe, the JORDAN MELO M7. To debut his new kicks, the creative team over at Wieden+Kennedy aimed to deliver a film experience unlike any of Anthony’s previous advertising work. For starters, USC’s Galen Center floor had been transformed into that of Denver’s Pepsi Center; which was in turn being occupied by nine other Carmelo Anthony look-alikes. Below, check out some behind-the-scenes footage from the new spot titled “Do Whatever It Takes,” speaking to ‘Melo’s unique versatility and ability to do it all.
What do you think?
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