JORDAN
The Encore
2020
A multi-platform social experience
Role Senior Designer | Agency Laundry Service
A multi-platform social experience
Role Senior Designer | Agency Laundry Service
With live sports on hold due to COVID-19, the Emmy-winning docuseries The Last Dance became a major cultural moment, drawing in a massive audience. Jordan Brand saw an opportunity to leverage this momentum—not just to celebrate MJ’s legacy but to reconnect fans with basketball culture when they needed it most.
We developed The Encore, a companion mini-series airing after each episode of The Last Dance. Hosted by ESPN’s Sage Steele, the show extended the conversation with exclusive interviews featuring NBA stars, musicians, and filmmakers. Each episode explored MJ’s influence—on sports, culture, and the guests’ own careers.
To maximize engagement, we structured The Encore into four key social content franchises:
_001The Encore Recap
Deep dives into each episode’s themes on Instagram Live.
_002 #INMYJs
A UGC campaign inviting fans to share their own Jordan stories.
_003 Twitter LIve Takeover
Real-time reactions and discussions.
_004 The Family A content series spotlighting Jordan athletes and ambassadors.
The Encore Recap
The Encore ignited conversation across platforms, driving record-breaking engagement.
topic on Twitter in the U.S.
livestreams across platforms
total video
views
in record-setting
direct sales
audience
engagements
in brand
mentions
The Shorty Awards
- Bronze Distinction in Sports
- Audience Honor in Sports
#INMYJs
Twitter Livestream
Notable Guests
Spike Lee, DJ Khaled, Carmelo Anthony, Mark Wahlberg, Blake Griffin, Teyana Taylor, Ray Allen, and Fat Joe.