NIKE ‘goretex’ AF1 - COMMERCIAL
Creative Direction | Video Direction | Campaign Strategy
move as 1, to re-direct the force.
Toronto-native, Jamal Burger, also known as @jayscale on Instagram for his incredible photography work, has found his purpose in helping kids find their purpose. Last year, he launched The Kickback Co., where he and his crew have put 3,000+ pairs of new and lightly used sneakers on kids’ feet in low-income neighborhoods, while also providing them with educational experiences around sneakers, basketball, and creativity. For example, they’ve hosted basketball & photography workshops and sneaker customizations sessions.
Building on what is already happening through The Kickback & Co, we told the story around Jamal and his team’s purpose and drive — showcasing the initiatives they've previously hosted and the differences they’ve made in communities. Amplifying their next basketball initiative, capture content with the Kickback team to further enable the entrepreneurial spirit they bring to the youth of Toronto.
