Emma Higgins helms new Rockstar campaign

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 empathise 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.