For the release of Carmelo Anthony’s shoe, the M9, Jordan wanted to show the world that Melo isn’t the selfish player he’s made out to be. 
"PLAY FOR NY" tells the story of the real Melo and connects him to his fans like never before.

The hub of the campaign was the site experience we created for three documentaries, which told the story of Melo’s Brooklyn roots, how living in NYC has shaped him, and his dedication to bringing an end to the Knicks championship drought.

MELO’s FIELD TRIP
A GPS-driven mobile experience, created in collaboration with Google, that lets fans serendipitously discover the spots in NYC that Melo holds near and dear.

Whenever they are near one of Melo’s favorite spots, fans are served up exclusive content telling the story of why that location was important to Melo. From his favorite comic book shop, deli, playground and watch boutique, we populated Melo’s Field Trip with over 30 unique stories to bring fans into his NY.