Krool Toys for Jordan
Creative Director
New York City, 2024
For the launch of the Air Jordan 11 Retro Low in the new Black/Varsity Royal colorway, the campaign spotlighted Tia Chinai and Stefan Cohen of Krool Toys, bridging sneaker culture and retro gaming aesthetics. Shot on location in Mumbai and NYC, the campaign explored the duo’s creative processes in Brooklyn and Mumbai, tying their work in 8-bit game design to the sneaker’s legacy.
Featured in Complex.
Directed by Loris Russier.
Edited by Emilie Aubry at Church Edit.
Creative Director: @claudiabrand
Art Director : @evuhbee
Producer: @ryanguth4
Producer: @sukismithstudios
Director: @lorisrussier
Agency: @recess.studios @jonnjulioo @k.lockk
Prod. Co: @valentine.global
DP: gabrielconnelly
1st AC: @sinclairneff
2nd AC / Loader: @melon.saint
Steadicam: @best_franz_forever
Gaffer: @jaeseey
Key Grip: @lapatrona.nyc
Photographer: nateshuls
BTS Photographer: @henrykornaros
Digitech: @creighlyndon
Production Designer: @georgggy
Art PA: Ant Aguirre
Styling: @lilbbmomo
Styling Assist: @matttrossi
HMUA: @sashaborax
PA: Carli Nelson
Mumbai Team
Art Director : @bibi.lax
Photographer : @bitcreate
Photo Assistant : @wankhade_nishant
HMUA : @makeupby_yamini
DOP : @tuhinmukherjee_
Producer : @karanhinduja99
AD : @radhikapaul18386
Editor: @emiaubry
Assistant Editor: @logan.tarter
Edit House: Church Edit @church_edit
Church Edit Founder: @mahferraz
Church EP: @laurenn_noel
Church Producer: @kyliemaedev
Sound Designer - @daniele_devirgilio @parallelpeople.collective
Colorist: @jaredrosenthal
Post production: FORMS @forms___