Director F. Gary Gray, TBWA\Chiat\Day NY, LeBron James Seize The Day For MTN Dew Rise Energy


Robert Goldrich
Tuesday, May. 18, 2021


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MTN Dew Rise Energy has rolled out the brand’s first-ever ad campaign, “The Morning Makes You,” featuring NBA superstar LeBron James.

The 60-second ad was directed by F. Gary Gray via RadicalMedia for TBWA\Chiat\Day NY. Gray is known for films such as The Italian Job and Friday.

Rise Energy has 180 mg of caffeine, antioxidants, vitamins A and C, and fruit juice. With Citicoline and caffeine to boost mental clarity and Zinc for immune support, Rise Energy is designed to awaken ambition, seize the morning and the day.

The new "Morning Makes You" ad playfully imagines the life of LeBron James if he chose to snooze in the mornings, juxtaposing the alternate reality with the accomplished champion, father, businessman, and philanthropist James is today. The film incorporates footage from various aspects of his life, including The SpringHill Company’s groundbreaking HBO show “The Shop: Uninterrupted,” his mother Gloria helping students at the LeBron James Family Foundation’s I PROMISE School, the James family creating a new TikTok video, as well as NBA in-game footage. TBWA\Chiat\Day NY also created a stylized CGI map of LeBron’s hometown of Akron, Ohio, with architectural depictions of local buildings in a scene to represent LeBron elevating his community and his students with a platform to achieve their dreams.


Client PepsiCo/MTN Dew Rise Energy Agency TBWA\Chiat\Day New York, Chris Beresford-Hill, chief creative officer; Ricard Valero, executive creative director; Shannon Murphy, associate creative director, copy; David Stevanov, associate creative director, art; John Doris, director of production; Amanda Revere, executive producer; John Gibson, executive strategy director; James Sowden, chief strategy officer; Bodi Karsono, Elliot Carter, sr. strategists. Production Direct Focus Barry Rosen, CEO; Lauren Renz, producer. Production Company RadicalMedia F. Gary Gray, director; Jim Bouvet, exec producer; Jeremy Barrett, producer. Editorial Exile Edward Line, editor; Mike Horan, assistant editor; Elizabeth Gelhar, producer; Sasha Hirshfield, exec producer. VFX The Mill Nathan Kane, creative director; Patrick Heinen, VFX shoot supervisor; Mandy Harris, exec producer; Catherine M. Fischer, sr. producer; Kyle Cody, 2D lead artist; Seon  Crawford, 3D lead artist; Taner Besen, Nasser Mandavi, James Cudahy, Adam Deutsch, Jade Kim, 2D artists; Jackie Liao, Casey Reuter, 3D artists; Kevan Lee, finish artist; Cedric Menard, matte painting; Mike Schaeffer, head of design; Andrew Lucas, designer. Color The Mill Michael Rossiter, colorist; Rochelle Brown, exec producer, color; Evan Bauer, color producer. Original Music Squeak E. Clean Studios Licensed Music “God”--Sinjin Hake, Zora James; “Ven Devorame Otra Vez,” Lalo Rodriguez. Audio Post Heard City Evan Mangiemelle, Mike Vitacco, engineers.

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