Sunday, January 21, 2018
You are here:

Director Derek Cianfrance Powers Through Expectations For Powerade, W+K

By

Robert Goldrich
Wednesday, Nov. 9, 2016

1110 views

Log in or register now!

Powerade’s “Power Through” campaign centers on 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 mold. 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. 

In this short titled “Power Through Expectations,” a female football player excels despite a nay-saying coach. To keep it authentic, the guys and girls casted to play the young athletes are actual athletes and not trained actors. In “Power Through Expectations,” for example, the woman is in real life a defensive lineman for the NY Sharks in the IWFL (Independent Women’s Football League). 

The films currently live on Powerade’s YouTube channel, and have been posted in the company’s social channels. The main media for these films reside in Twitter’s livestream media inventory.

Credits

Client Powerade Agency Wieden+Kennedy, Portland, Ore. Max Stinson, Erik Fahrenkopf, creative directors; Adam Tetreault, copywriter; Derrick Ho, art director; Ben Grylewicz, executive producer; Lindsay Reed, sr. producer; Ricara Stokes, producer. Tiffany Golden, assistant manager; Mark Fitzloff, Joe Staples, executive creative directors. Production RadicalMedia Derek Cianfrance, director; Donna Portaro, exec producer; Frank Dituri, head of production; Cody Ryder, DP; Christopher Blauvelt, DP.  Editorial Work Editorial Rich Orrick, editor; Arielle Zakowski, assistant editor; Marlo Baird, producer. VFX Electric Theatre Collective Ant Walsham, artist; Kate Hitchings, exec producer. Music/Sound Joint Editorial Noah Woodburn, sound designer. Audio Post Joint Editorial Noah Woodburn, mixer; Sarah Fink, producer.

Style: 
Category of ScreenWork: 
Media Type: 

560x349

<iframe width="560" height="349" src="https://shootonline.com/embed/69361/560x349" frameborder="0" allowfullscreen></iframe>
 

640x390

<iframe width="640" height="390" src="https://shootonline.com/embed/69361/640x390" frameborder="0" allowfullscreen></iframe>
 

853x510

<iframe width="853" height="510" src="https://shootonline.com/embed/69361/853x510" frameborder="0" allowfullscreen></iframe>
 

1280x750

<iframe width="1280" height="750" src="https://shootonline.com/embed/69361/1280x750" frameborder="0" allowfullscreen></iframe>
Log in or register now!
Log in or register now!

Recent SHOOT News Stories

Sunday, Jan. 21, 2018

"Jumanji: Welcome to the Jungle" outdid another weekend's worth of...

Sunday, Jan. 21, 2018

Guillermo del Toro’s fantastical romance The Shape of Water (Fox...

Friday, Jan. 19, 2018

The Producers Guild of America has ratified guidelines for combating...

Friday, Jan. 19, 2018

Dunkirk and The Greatest Showman won the Casting Society of America’s...

Friday, Jan. 19, 2018

Five feature films including “The Shape of Water” and “Call Me By Your...

Friday, Jan. 19, 2018

Ben Wolan has become executive creative director at DDB San Francisco,...

Recent SPW Releases

Thursday, Jan. 18, 2018

Advertising agency Camp + King has appointed three executives to its...

Thursday, Jan. 18, 2018

Dan Waymack is a filmmaker and president of Waymack & Crew, a...

Thursday, Jan. 18, 2018

The One Club for Creativity, the world’s foremost non-profit organization...

Wednesday, Jan. 17, 2018

The Costume Designers Guild announced that Golden Globe award-winning...

Wednesday, Jan. 17, 2018

Pop culture icon Jonathan Goldsmith bending a spoon with his mind (“Bible...

Wednesday, Jan. 17, 2018

The American Society of Cinematographers (ASC) announces Oscar®-winner...

Top