"It Takes More"
Client
Industry
Sports & Entertainments
Year
2025
CONCEPT & Development
Production
Post-Production
March Madness - "It Takes More"
Powerade tapped Major to direct and produce their 2025 March Madness campaign, “It Takes More,” a series built around what it really takes to become a champion.
Spanning three athletes across three cities, our team handled everything start to finish—from creative development and production planning to building and managing crews of over 30+ people across multiple locations, all the way through to full in-house post-production.
Execution & Results
Over the course of a tight timeline, we directed shoots across the country, capturing each athlete’s story through a cinematic lens while keeping the campaign cohesive across all content.
The final rollout delivered:
14 pieces of original content
Millions of organic views
500K+ likes across platforms
