Mtn Dew was launching an energy drink designed to help people wake up in the morning. They lured LeBron James away from Coca Cola to be their spokesperson, and they asked TBWA\Chiat\Day New York to develop the launch campaign.

After many teams went many rounds, I conceived this idea, sold it in, and wrote and rewrote the script approximately one million times in the long and intense six-month journey it took to get produced.

We shot the spot in two days in the middle of basketball season during the pandemic, when athletes were in lockdown and LA was a Covid hot zone. I don’t know how it all worked out, but it did. Thank you, God.


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THE MORNING MAKES YOU
Mtn Dew Rise · TBWA\Chiat\Day NY


Associate Creative Director,
Writer
Shannon Murphy

Associate Creative Director,
Art
David Stevanov

Executive Creative Director
Ricard Valero

Producer
Amanda Revere

Head of Production
John Doris

Chief Creative Officer
Chris Beresford-Hill

Director
F. Gary Gray

Production Company
@RadicalMedia

Editor
Ed Line

Post-Production
Exile Editorial
Heard City

VFX + Color
The Mill

Original Music
Squeak E. Clean Studio


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