Olympian Shakur Stevenson Looks to the Past in Hard-hitting Powerade Ad
In the latest chapter of Powerade's 'Just a Kid' campaign, U.S. Olympian Shakur Stevenson is compelled to victory in the boxing ring by memories of growing up in Newark, N.J.
Stevenson joins a list of major athletes whose inspiring stories of perseverance and dedication have previously been told through the 'Just a Kid' series, including Derrick Rose, Jimmy Graham and Jesus "Tecatito" Corona, as well as U.S. Olympic athletes Claressa Shields and Lopez Lomong.
At 5’7”, 123 pounds, Stevenson is considered by many to be the next big thing in U.S. men's boxing. He is the first U.S. male to win the Junior and Youth World Championships (in 2013 and 2014) and a Youth Olympic Games gold medal. At the Rio 2016 Olympic Games, Stevenson will attempt to become the first American man to bring home boxing gold since 2004 — a crowning achievement for Brick City's own.
The 'Just a Kid' campaign, created by W+K Portland, features 2-minute and 30-second films. In the longer-form clip, Stevenson and a fellow boxer engage in the sweet science, emphasizing the physicality and mental focus of boxing over the course of three rounds. With each stop in the intense bout, Stevenson finds strength from his childhood when his surroundings served as a more formidable opponent.
"There isn't a match that goes by where I don't pause at least once to think about where I came from and all that I've been through," Stevenson said. "I'm proud to be just a kid from Newark. The city raised me. I hope this commercial inspires others to believe that with hard work, where you're from and the difficulties you faced, will never be a barrier to where you can go and what you can accomplish."
Copywriter: Wayne Kasserman
Art Director: Cameron Soane
Producer: Jennifer Fiske
Creative Agency: Max Stinson / Erik Fahrenkopf
Music and Sound
Sound Mix: Loren Silber @ Lime Studios
Sound Design: Marco Casanova
Producer: Laura Lamb Patterson
Editor: Walter Mauriot
Edit Company: PS 260
Edit Assistant: Tyler Hurst
Post Production / VFX
Production Coordinator: Courtney Prather, Chris Lewis, Alex Benavente
Producer: Daniel Midgley
Post Production House: The Mill
Matte Painting: Itai Muller
Managing Director: Rani Melendez
Creative Director: John Leonti
Colourist: Yvan Lucas / Shed LA
3D Lead Artist: Matt Longwell
2D Lead Artists: Bill Higgins
Production Company: Iconoclast
Line Producer: Julien Lemaitre
Executive Producer: Charles-Marie Anthonioz
DOP: Rodrigo Prieto
Director: Romain Gavras
Category: Energy , Soft drinks
Genre: Action , Storytelling