JORDAN FAM FESTIVAL “UNBANNABLE”
PROJECT 07/2024
Bay Area, California – Brand Activation – Project Management
Attendees:
3000
Type:
Brand Activation
3 halls
Area(s):
PROJECT OVERVIEW
The Jordan All Star Weekend Fam Fest was a comprehensive event production in the Navy Yard of the Bay Area: Three complete industrial halls, entire outdoor area including custom-built skatepark, basketball courts, sneaker gallery, live performance stages, and talent management. As senior producer, responsibility encompassed overall organization of event infrastructure – from security concepts to visitor engagement to permits from city, fire department, emergency services, police, and traffic management.
Parallel to the main production, two weeks before the event came a request: A drone show over the Bay Bridge. The logistical complexity was immense: Diverse flight restriction zones due to the All Star Weekend, weather-dependent backup scenarios, and the need to keep multiple launch and landing zones on hold simultaneously. Coordination with property owners in San Francisco and Oakland, city authorities in both cities, as well as the Coast Guard for airspace over the bay.
1200 drones formed the iconic Jumpman logo over the illuminated Bay Bridge – a visual statement visible across the entire Bay Area. Technical implementation required precise GPS mapping, redundant control systems, and real-time communication with air traffic control.
Until the day of execution, three potential launch positions remained active, depending on wind, weather, and last-minute FAA clearance.
SPECIAL FEATURES
Full-scale event production with complete site infrastructure and parallel drone show coordination. The challenge lay in multi-service provider coordination: City permits, police traffic management, fire department safety concepts, Coast Guard airspace clearance, and FAA compliance – all running in parallel.
The drone show with only 2 weeks lead time required: Securing multiple properties simultaneously, submitting redundant flight plans, and keeping backup locations active until the event day. The result: One of the largest consumer brand activations of the year, with a visual finale visible across the Bay Area. Complexity through simultaneity – site management of complete event infrastructure and drone choreography over open water, under government oversight and cooperation.
