Nick Ostini/
Brandon Viney, art directors
Wayne Kasserman/
Rob Lewis, writers
Stuart Harkness/
Dan Kroeger/
Max Stinson, creative directors
Mark Fitzloff/
Joe Staples, executive creative directors
Rock Paper Scissors, editorial company
Squeak E. Clean Productions, music
Jaron Albertin, director
Henry Lambert, planner
Jennifer Fiske, producer
Ben Grylewicz, head of production
Smuggler, production company
A52, visual effects company
Wieden+Kennedy, ad agency
Powerade, client
"Rose from Concrete" 1:05
"A symbolic bike ride from Englewood to the United Center reflects Derrick Rose's rise from a young kid growing up in one of Chicago's toughest neighborhoods to one of the NBA's best players. It features the first-time-ever commercial narration from Tupac Shakur as he reflects on the thinking behind his poem 'The Rose That Grew from Concrete,' a piece that celebrates those who achieve success through difficult circumstances."
