We began with pairing the story of how Derrick Rose had to struggle to work his way out of Englewood, Chicago with the words of the late Tupac Shakur in his poem Rose From Concrete.

To kickstart the campaign, we created customized kits for athletes, celebrities, and other influential people within the sports, music, arts, and culture communities. They were each given a high school style gym locker. Inside was a concrete hard drive with the 60 second Rose From Concrete TV Spot, JAK felt bag, JAK letterman's jacket, JAK felt hand sewn Shirt, JAK beanie, and Limited Edition JAK Powerade bottle, each individually customized to the persons home city.

A custom typeface and hand-drawn logo lockups were created to allow flexibility of design across digital, OOH, social, etc.

A line of apparel using our custom typeface was created that allowed for users to rep their hometowns.

Finally, we began to carefully curate Powerade's social channels to reflect the grit and authenticity of the campaign to connect at a more authentic level with our audience.

As a part of the visual transformation, we explored new branding and applied it to various core elements of the brand.