In conjunction with the NBA visit and to celebrate the release of the 9th installment of his popular ‘melo’ sneakers Carmelo Anthony visited London. During his visit WeAreHQ was tasked with the art direction and photography of a photo shoot promoting the Melo 9 that was to appear on numerous social and digital channels. The photograph, which was shot in the Dorchester hotel, and included a broadsheet newspaper, a butler and other archetypal British heritage iconography. This juxtaposed against the new technology and futuristic aesthetic of the Melo 9 created an intriguing synergy that created a striking and memorable photo. The photograph appeared on various social and digital channels including Nike.com as well as Carmelo Anthony’s twitter page.