Powerade Charts Derrick Rose's Journey from Chicago's South Side
Brand Links NBA Player's Poignant Spot With Apparel Available Online
Editor's Pick
Powerade charts the journey of NBA player Derrick Rose in this powerful and poignant spot, set to vocals from Tupac Shakur and filmed in the Chicago streets where Rose grew up. As we hear the words, taken from Shakur's song "Mama's Just a Little Girl," and referring to the "rose that grew from the concrete," we see a young boy cycling throught the streets of Chicago's South Side--Powerade in his pocket--to the Chicago Bulls stadium where he later made his name. The ad, by Wieden & Kennedy Portland, was filmed in December, making the streets of Englewood, Illinois, look particularly cold and bleak.
An online spot, Just a Kid From Chicago, lets Rose tell his story in his own words. To further support young athletes, the brand is launching an online marketplace, justakidfrom.com where people can design and purchase customized "Just A Kid" apparel touting the name of their own hometown.
Credits
- Date
- Mar 03, 2015
- Brand :
- Powerade
- Client :
- Powerade
- Agency :
- Wieden & Kennedy-Portland
- Creative Director :
- Max Stinson
- Creative Director :
- Dan Kroeger
- Creative Director :
- Stuart Harkness
- Copywriter :
- Wayne Kasserman
- Copywriter :
- Rob Lewis
- Art Director :
- Brandon Viney
- Art Director :
- Nick Ostini
- Senior Producer :
- Jennifer Fiske
- Planning Director :
- Henry Lambert
- Executive Creative Director :
- Mark Fitzloff
- Executive Creative Director :
- Joe Staples
- Production Company :
- Smuggler
- Director :
- Jaron Albertin
- Executive Producer :
- Shannon Jones
- Line Producer :
- Pat Fischer
- Director, Photography :
- Steve Annis
- Editorial Company :
- Rock Paper Scissors
- Editor :
- Adam Pertofsky
- Post Producer :
- Shada Shariatzadeh
- Post Executive Producer :
- Angela Dorian
- Visual Effects Company :
- A52
- Executive Producer of Visual Effects :
- Patrick Nugent
- Visual Effects Producer :
- Scott Boyajan
- Lead Flame Artist :
- Andy Bate
- CG Artist :
- John Cherniak
- CG Artist :
- Michael Cardenas
- CG Artist :
- Jon Balcome
- CG Artist :
- Joe Chiechi
- CG Artist :
- Tiffany Chou
- Colorist :
- Tom Poole/Company3
- Music :
- Squeak E. Clean Productions
- Composer :
- Justin Hori
- Music Executive Producer :
- Carol Dunn
- Music Producer :
- Chris Shaw
- Mix Company :
- Lime
- Mixer :
- Loren Silber
- Mix :
- Jessica Locke
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