Charles Todd Directs Boost Mobile’s New Campaign for Highdive Starring JC Rivera, Toosii, and Samarria Brevard

Scheme Engine director Charles Todd directs ‘Get After It,’ a three-spot campaign for creative agency Highdive and Boost Mobile which tells stories of artists, athletes, and entrepreneurs who have faced various challenges and have followed their own paths to success. Iterations of the campaign feature real-life accounts from contemporary artist and muralist, JC Rivera; musician and songwriter, Toosii; and Samarria Brevard, professional skateboarder. 

The campaign pays homage to Boost Mobile’s early 2000s ‘Where You At?’ ad campaign, which featured up-and-coming famous artists of the time, but interprets it through the lens of today’s creator culture. 

“Our newest Boost Mobile campaign speaks to the hardworking members of our local communities who are, despite adversity, realising their dreams through determination, dedication and persistence,” said Jonathan Sipling, chief marketing officer, Retail Wireless, DISH Wireless. “We hope the stories of JC Rivera, Toosii and Samarria Brevard resonate with those pursuing their passions and provide inspiration as our subscribers connect, create and 'Get After It'."

Director Charles Todd brings to the campaign his extensive experience working with people from all walks of life, from well-known artists and sports figures to underrepresented voices. “Boost makes iconic campaigns, and I wanted to carry the swagger, confidence, and perseverance of Toosii, JC, and Samarria to acknowledge that no amount of adversity can defeat their passion for the pursuit. This was an opportunity to do something great for the culture,” Charles said.

The campaign will run on broadcast TV, online, social media, radio, OOH, and it will be promoted through community activations.

“Today, nothing is more powerful than having a device in our hands. Its ability to connect us to the world is also an incredible source of inspiration,” said Mark Gross, co-founder and co-chief creative officer at Highdive. “The ‘Get After It’ campaign is meant to show how Boost Mobile supports its customers, not only through access to connectivity, but by celebrating the creativity and passion it can inspire.”