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JORDAN

The Encore

2020
A multi-platform social experience

Role  Senior Designer    |    Agency  Laundry Service











Project Overview

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.







Our Approach

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.









_001

The Encore Recap











Impact & Results

The Encore ignited conversation across platforms, driving record-breaking engagement.

#TheLastDance was the #1 trending
topic on Twitter in the U.S.
8.5M+
livestreams across platforms
21M+
total video 
views
$20M
in record-setting 
direct sales


10M+
audience
engagements
92% increase
 in brand 
mentions







Awards & Recognition
The Shorty Awards
  • Bronze Distinction in Sports
  • Audience Honor in Sports







_002

#INMYJs












_003

Twitter Livestream



Notable Guests
Spike Lee, DJ Khaled, Carmelo Anthony, Mark Wahlberg, Blake Griffin, Teyana Taylor, Ray Allen, and Fat Joe.









_004

The Family



©MMXXV Jess Harrington
Portland, USA