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."
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3D Lead Artist: Matt Longwell
Colourist: Yvan Lucas / Shed LA
Creative Director: John Leonti
Managing Director: Rani Melendez
Matte Painting: Itai Muller
Post Production Company: The Mill
Producer: Daniel Midgley
Production Coordinator: Courtney Prather, Chris Lewis, Alex Benavente
2D Lead: Bill Higgins
Director: Romain Gavras
DOP: Rodrigo Prieto
Executive Producer: Charles-Marie Anthonioz
Production Company: Iconoclast
Line Producer: Julien Lemaitre
Sound Design: Marco Casanova
Sound Mix: Loren Silber @ Lime Studios
Edit Assistant: Tyler Hurst
Edit Company: PS 260
Editor: Walter Mauriot
Producer: Laura Lamb Patterson
Art Director: Cameron Soane
Copywriter: Wayne Kasserman
Creative Agency: Max Stinson / Erik Fahrenkopf
Producer: Jennifer Fiske
Genres: Storytelling, Action
Categories: Soft Drinks, Energy Drinkslbbonline.com, Thu, 04 Aug 2016 09:45:57 GMT