"I'll rise up...and I'll do it a thousand times again." —Andra Day
The talented Jayanta Jenkins envisioned this spot featuring Serena Williams as she prepared to win her 22nd major. Serena's story is one of adversity, health obstacles, and comebacks. It's one of victories — inspiring our generation to ‘RISE UP’ a thousand times again.
The team and I fleshed out a full campaign around this including a special cut that ran on the giant digital billboard in the middle of Times Square.
The campaign's anthem was set to Andra Day's 'Rise Up' for which we put together an album promo to run simultaneously.