Creativity

Damian Lillard Is Put Through His Paces in Powerade's Latest Campaign

Basketball Pro Is Brand's Latest Ambassador

By Alexandra Jardine. Published on Mar 10, 2017

Editor's Pick

Basketball pro Damian Lillard pushes his body to the limits in a new campaign for Powerade, in his first campaign as the sports drink's new brand ambassador.

The main 30-second spot, seen here, sees Lillard engaged in a punishing workout spurred on by world-renowned boxing trainer Virgil Hunter. There's sweat, there's effort and there's heavy breathing -- and there's thirst quenched by Powerade.

The ad, directed by Derek Cianfrance at Radical Media for Wieden & Kennedy Portland, will begin airing during the NCAA Division 1 men's basketball tournament. The campaign also includes two 15-second digital spots, Work and Heart.

"Damian Lillard is one of the top basketball players in the world today, but it's easy to forget how he came up under the radar and took the game by storm," said Shannon Watkins, senior director at Powerade, in a statement. "Some athletes are preordained, but Damian's story is a testament to the good that can come from an absolutely relentless work ethic."

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About

Credits

Date
Mar 10, 2017
Agency:
Wieden & Kennedy Portland
Client:
Powerade
Creative Director:
Max Stinson
Creative Director:
Erik Fahrenkopf
Copywriter:
Wayne Kasserman
Art Direction:
Ben Grylewicz
Producer:
Nicole Kaptur
Production Company:
Radical Media
Director:
Derek Cianfrance
Executive Producer:
Donna Portaro
Executive Producer:
Frank Scherma
Line Producer:
Barbara Benson
DOP:
Grieg Fraser
Editorial:
Exile
Editor:
Kirk Baxter
Editor Assistant:
Zaldy Lopez
Post Producer:
Remy Foxx
Post Executive Producer:
Carol Lynn Weaver
VFX:
The Mill
VFX Supervisor:
Ilia Mokhtareizadeh
3D:
Josh Hatton
Colorist:
Fergus McCall
Colorist Assistant:
Elias Nousiopoulos
Color Producer:
Natalie Westerfield
2D Lead:
Ilia Mokhtareizadeh
Audio Post:
Sonic Union
Mix Engineer:
Steve Rosen
Producer:
Pat Sullivan
Studio Director:
Justine Cortale

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