The creative process is not a straight line.




  • Truth
  • On Tuesday May 3, 2011 POWERADE athlete Derrick Rose is named the youngest MVP in history.
  • Expression
  • Once word hit the street that D-Rose was a strong candidate for MVP, AMMIRATI went into overtime to create a 360 campaign celebrating the historic moment. The television spot, featuring up-and-coming hip hop artist J. Cole, aired on the night of the announcement.
  • Results
  • Minutes after the T.V. spot debuted, the twittersphere lit up with excitement...and POWERADE was part of the national dialogue.
    • Proof