Fela's Emma Higgins Helms New Rockstar Campaign with Charley Hull, Cory Juneau & Lia Block
Emma Higgins directs the latest campaign from agency Makers for Rockstar Energy, produced by Fela. From golf to skateboarding to car racing, this campaign features some of the hottest emerging athletes to illustrate how the energy drink imparts the spark and clarity needed to excel. The spots have plenty of personality and style, integrating Rockstar into the vibrant worlds of the three stars, Charley Hull, Cory Juneau, and Lia Block. Fun, edgy, and cool, the campaign effectively portrays the mind-body energy Rockstar gives to help athletes outshine the competition.
Higgins said about working with the athletes, “I started my journey in film acting in commercials as a teenager so I can empathize with talent new to shooting ads. I always aim to be someone that our talent can count on as supportive, and especially when working with elite athletes like Charley, Lia, and Cory, we need to trust each other. I was relying on them to take me into their world of sport, so that I could understand the best ways to showcase them in their element. It was very much a collaborative process, and I’m so happy with what we created for Rockstar. Not only did I learn a lot from our athletes but I had a ton of fun along the way.”
Charley Hull is a 29-year-old English golfer who won Rookie of the Year and became a champion on the European circuit before age 18. Lia Block is an 18-year-old American racing driver competing in the F1 Academy. Cory Juneau is a 25-year-old American professional skateboarder who has competed in men's park events at several X Games and the 2020 Tokyo Olympics, where he won bronze.
An established music video and Canadian commercial director, Higgins recently premiered her debut feature film, Sweetness, at this year’s SXSW to critical acclaim.
Credits
Directed by Emma Higgins
A Fela production
Starring: Charley Hull, Cory Juneau & Lia Block
Executive Producers: Taj Critchlow, Fuliane Petikyan, Dean Rosen
HOP: Amir Karimi
Producer: Tina Chuldzhyan
Integrated Producer: Mikayla Fasullo
Operations Manager: Olivia Swayze
PM: Laura Goldenstein
Treatment Designer: Patrick Schroll
Makers EP: Tasha Jameson
Makers Sr. Producer: Mike Kirsh
Focus Inc VP of Brand Relations: Neil Goldberg
VP Marketing: Aiden Kingerlee
Sr. Director Marketing: Sean Bonthuys
Dir. Brand Marketing: Amber Rushton
Dir. Sports Marketing: Steve Mateus
Dir. Digital Marketing: Yumna Bahgat
Sr. Manager Sports Marketing: Jen Kalban
Manager Brand Marketing: Taylor McGinnis
Social Media Manager: Sam Flynn
Videographer: Aaron Snyder
Casting: Bok Casting
Assist PM: Emily Shulmanovich
1st AD: Todd Kaufman
2nd AD: Carl "CJ" Jackson
DP: Kai Saul
Steadicam: Andrew Fletcher
1st AC: Payam Yazdandoost
2nd AC: Chris Marius Jones
DIT: Kyle Hollar
Key Grip: Nick Kirsten
Best Grip: Troy Steimentz
Grip: Eric Cross, Ryan Lowery, Anthony Mollicone, Dave Riggio
Sound: Tomasso Pompei
Boom Op: Matthew Brodnick
VTR: Angel Cifuentes
Lead Tech: Randy Johnson
Assist Tech: Jose Reyes
Head Tech: Gilbert Alvarado
CLT: Chris Tonkovich
ACLT: Layne McIsaac
SLT: Mitch Pratt, Mike Budde, Hovsep “Joe” Mahtesyan
Location Manager: Michael Dennehy
Transpo Captain: Gage Armstrong
Production Designer: John Richoux
Leadman: Darren Cantone
Set Decorator: Leah Bychurch
Driver: Kierin Simich
Costume Designer: Karla Miranda
Hair: Amber Hamilton, Kya Bilal
Makeup: Tsipporah Liebman
Socials Producer: Joy Hubbard
BTS / Socials Videographer: Andre Jones
Script Supervisor: Edye Rice
Stills Photographer: Ro.lexx
MGMNT: Angela Orr
Digitech: Milan DiLeo
Lighting Assist: Patrick Freyne
Editor: Kat Webber
Editorial House: Sunset Edit
Online & VFX: Studio Feather
Color: Roslyn Di Sisto - Royal Muster
PAs: Christina Alba, Daphne Lucas, Luca Esposito, Isaac Friedenberg, Jessica Lopez, Vince Rodriguez, Aris Ray, Ben Danielson, Martin Antikyan, Andrew (Franco) Beitdashtoo, Nate Hammonds, Bryson Pope, Elva Aldrete
