Captions were provided by 180LA. William Gelner served as executive creative director on all projects shown.“During the first round of the 2012 NBA Playoffs, Chicago Bulls player Derrick Rose tore his ACL, ending his season. While most brand sponsors would shy away from that grim reality, we helped Adidas embrace it. By following every detail of his injury and his recovery process, we made sure that D Rose was top-of-mind for fans even when he wasn’t on the hardwood. Our fully integrated campaign utilized the hashtag #TheReturn to activate audiences through a website, social media, a 60-second TV commercial and six webisodes that aired weekly.”