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Olympian Shakur Stevenson Looks to the Past in Hard-hitting Powerade Ad

Wieden+Kennedy Portland, 1 month, 3 weeks ago

W+K Portland launches powerful new spot directed by Iconoclast's Romain Gavras

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."


Creative Agency

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

Offline

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

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