Cannes Lions
GATORADE, New York / PEPSICO / 2017
Overview
Entries
Credits
Description
At its core, sport and competition celebrates the desire and will to win. We wanted to capture this spirit – this ability to win from within - by documenting the lives of young athletes who try to win against all odds.
Execution
Growing up in a violent, drug-ridden Pittsburgh slum, Josh Mook bounced to one abusive foster home after another before meeting Jack Mook, a Pittsburgh narcotics detective, who introduced Josh to the world of boxing. Josh’s work ethic and natural talent immediately caught the detective’s eye. The pair practiced boxing technique every day and before long, Jack turned into a genuine father figure for Josh and his little brother. In fact, it didn’t take long for Jack to officially adopt the brothers. No more sleeping with one eye open – the boys’ lives quickly changed, and for the better. Now 16 years old, three years after living with Jack; Josh is the winner of two district Golden Gloves and is currently competing for the Under 16 Golden Gloves title.
Outcome
As a result of the film's limited distribution, El Rey Network has accepted the film and will be creating hour-long programmatic content on broadcast and on-demand video that includes extended versions, along with ‘Behind the Scene’ footage.
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