Powerade  Derrick Rose  Ammirati

Using piles of vellum, tracing paper, and acetate, we hit the copy stand and light box to create these titles (and edit) for this new powerade spot via Ammirati. After a lot of discussion, we decided to go analog with the type as opposed to designing it, digitally. It felt right. especially when talking about the product: Powerade, and the key athlete: Derrick Rose. We played around with scale, light, and texture in the type animation, and came up with how to juxtapose each look within the edit. the result is a spot that is clean, refreshing, and bold.