We created CGI imagery for Jordan's latest and most iconic game shoe : the Air Jordan 38. Drawing inspiration from the long lineage of Air Jordan footwear, we created imagery that teases the new shoe and its colorways in a playful, yet elevated way. Working in collaboration with sneaker artist Rudy Lim, we recreated CGI versions of his sculptures to show and tell the new innovations behind the AJ38 footwear. The final project features three chapters ; one "lineage" chapter to briefly show the entire lifespan of the Air Jordan family of footwear, a "product superiority" chapter to hero the new shoe and its colorways, and finally a "behind the design" chapter that explains metaphorically the benefits and innovations of the shoe.