ROSE
CREATIVE DIRECTION
Creatives Brandon Viney, Rob Lewis, Wayne Kasserman
I’m from Chicago, as was my partner Max Stinson. So this was pretty exciting for us to make. This is the first time Tupac’s words were in a commercial, and we had to get his mama’s permission. She loved the script and its message, so she agreed. This was the launch spot for our Just a Kid From campaign, which was centered around a clothing line that allowed people to claim where they were “Just a Kid from,” and the money from their purchase was funneled directly to the Boys and Girls club closest to that town. So other kids could power through like Derrick Rose did.
The team also created a series of sustain films that feature everyday athletes and some of the real barriers standing in their way of achieving their dreams.
The entire campaign centered around a line of apparel and a site where you can purchase customizable pieces. All profits from each piece goes to the local boys and girls club in whichever city is featured on it.
So we’re not just telling kids to Power Through, we’re helping them do it.
