The woman who owned the green house we shot in offered to sell it to us for 17k. No surprise as every third house in the south side of Chicago is boarded up. Gun violence here is the worst in America. Here we capture a young kid who rides his bike from the south side all the way to the United Center. A poetic symbol for Derrick Rose's tough rise to success. For the first time Tupac's estate offered his voice for a commercial.
This campaign won the Grand Prix at Cannes and launched Gisele Bündchen as a spokesperson for Under Armor. I believe then Under Armour's market share went up by 600 million dollars. What is with this world.