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Romain Gavras Directs Powerade's "The Corner" For W+K


Robert Goldrich
Monday, Aug. 15, 2016


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In the latest chapter of Powerade’s “Just a Kid” campaign from Wieden+Kennedy in Portland, Ore., U.S. Olympian Shakur Stevenson is compelled to victory in the boxing ring by memories of growing up in Newark, N.J. This online short featuring Stevenson, titled “The Corner,” was directed by Romain Gavras of Iconoclast for 

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.

The two-minute video will appear exclusively online, while a 30-second spot will be adapted for TV. 


Client Powerade Agency Wieden+Kennedy, Portland, Ore. Max Stinson, Erik Fahrenkopf, creative directors; Wayne Kasserman, copywriter; Cameron Soane, art director; Jennifer Fiske, producer. Production Iconoclast Romain Gavras, director; Charles-Marie Anthonioz, exec producer; Julien Lemaitre, line producer; Rodrigo Prieto, DP Editorial PS260 Walter Mauriot, editor; Laura Lamb Patterson, post producer; Tyler Hurst, assistant editor VFX The Mill Rani Melendez, managing director; Daniel Midgley, VFX producer; Courtney Prather, Chris Lewis, Alex Benavente, production coordinators; John Leonti, shoot supervisor/creative director; Bill Higgins, 2D lead artist; Matt Longwell, 3D lead artist; Itai Muller, matte painting. Postproduction Shed LA Yvan Lucas, colorist. Music/Sound Design Marco Casanova Audio Post Lime Studios Loren Silber, mixer. 

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