Sha’Carri Richardson – Creative Direction + BTS Coverage for Powerade Branded Shoot

This project documented the power, presence, and cultural significance of Sha’Carri Richardson during a high-profile Powerade campaign shoot. The day began with intimate pre-glam moments that offered a rare glimpse into her personality and focus, followed by high-energy creative direction on set where her confidence and charisma took center stage. My role was to capture visuals that went beyond simple documentation, producing assets that could extend the life and impact of the campaign across multiple platforms.

In addition to still photography, I filmed an interview with a Powerade brand representative that spoke to the importance of Sha’Carri’s voice and presence within the brand’s athlete partnership initiative. The combination of BTS portraits, dynamic action shots, environmental details, and thoughtful interview coverage provided Powerade with a complete storytelling package that could be used for both internal recaps and public-facing social media storytelling.

Creative Approach

  • Storytelling that positioned Sha’Carri as both an elite athlete and cultural figure
  • Capturing authentic charm, emotion, and movement in real time
  • Editorial framing to elevate BTS content and brand partnership documentation
  • Respectful, intentional coverage that centered Sha’Carri’s presence and voice

Deliverables

  • BTS photography: portraits, candid moments, and behind-the-scenes action
  • Vertical BTS highlight reel optimized for Instagram and TikTok
  • On-set environment and lighting visuals
  • Interview b-roll with Powerade brand representative
  • Color grading, editing, and delivery in both social and internal formats

Impact

The final assets became a valuable extension of Powerade’s campaign, used internally for recaps and externally for social storytelling. They added emotional depth to the brand’s athlete partnership narrative and reinforced Sha’Carri’s cultural relevance in a way that complemented the high-polish commercial.
Inspired by what we created for Powerade and Sha’Carri Richardson? Let’s craft something equally powerful for your brand.
Start Your Project