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W+K Portland's Latest Powerade Spots Inspire Athletes to Power Through Adversity

Radical Media's Derek Cianfrance directs powerful new ads featuring real young athletes

W+K Portland's Latest Powerade Spots Inspire Athletes to Power Through Adversity

The latest campaign from W+K Portland and Powerade's 'Power Through' is a series of seven short stories about the doubters all young athletes face in life and sport, especially if they don’t quite fit the mould. It shows that there are two options: you can listen to your doubters and give up, or you can use their negativity as motivation to power through and achieve your dreams. Haters are the best motivators. 

To keep it authentic, the guys and girls that were cast to play the young athletes are actual athletes and not trained actors. Gabby Ferrel, for example, is a defensive lineman for the NY Sharks in the IWFL (Independent Women's Football League). 

The inspiring new films were directed by Radical Media's Derek Cianfrance.

Creative Agency

Creative Agency: W+K Portland

Creative Director: Max Stinson / Erik Fahrenkopf

Copywriter: Adam Tetreault

Art Director: Derrick Ho, Zach Madrigal

Executive Creative Director: Mark Fitzloff | Joe Staples

Executive Producer: Ben Grylewicz

Assistant Producer: Tiffany Golden

Business Affairs: Connery Obeng

Project Manager: John Radaza

Producers: Ricara Stokes

Account Management: Rob Archibald | Analysa Cantu | Michael Dalton

Senior Producer: Lindsay Reed

Production Company

Production Company: @Radical Media

Executive Producer: Donna Portaro

Director: Derek Cianfrance

DOP: Christopher Blauvelt

Producer: Cody Ryder

Head of Production: Frank Dituri


Edit Company: Work Editorial

Editor: Rich Orrick

Edit Assistant: Arielle Zakowski

Producer: Marlo Baird

Post Production / VFX

Post Production Company: Electric Theatre Collective

Executive Producer: Kate Hitchings

Visual Effects Artist: Ant Walsham


Sound Mix: Noah Woodburn

Producer: Sarah Fink

Sound Design: Noah Woodburn @ Joint Editorial

Category: Energy , Soft drinks

Genre: Dialogue , People , Storytelling