Champion | Reverse Weave Campaign

Big ole Champion campaign collab with Energy BBDO and verytaste featuring Jalaiah Harmon.

Featured in Complex and Hypebeast.

Winner of one Graphite & two Wooden Pencils at the D&ADs.

“In July 2021, Black content creators refused to choreograph new dances, creating a movement that called out a new form of cultural appropriation on TikTok. The movement raised awareness around TikTok's viral hit, The Renegade Challenge, which transformed the careers of some white influencers while its real creator, Jalaiah Harmon, received no recognition at the time. Champion, a brand that advocates for true champions, wanted to reverse this inequity, so it teamed up with Harmon and reversed the Renegade as a sign of protest.”

Source: https://www.dandad.org/awards/professional/2022/235637/reverse-renegade/

Credits

Agency | Energy BBDO

Production | verytaste

Directors | Kevin Oh & Johnny Castle

Cinematographer | Kevin Oh

Photographer | Tim Finch

Line Producer | Tayler Bujnowski