The Story of 1.4.25 - Derrick Rose Night
The 7th Annual Awards
- Best Photography
ABOUT THIS ENTRY
A multi-event photography project centered around **Derrick Rose Night on January 4, 2025**, aimed to capture unforgettable moments that honored a true Chicago basketball legend. Bulls photographers captured the outpouring of emotion, passion and reverence the city had for one of its own. Through images, the Bulls sought to reflect the feeling of love and connection that Rose was giving back to the fans throughout the week.
How does this represent "Excellence in Engagement"?
This photography set went beyond traditional sports coverage, creating a sense of presence for fans who weren’t in person. The images didn’t just document the event—they pulled people into it, evoking nostalgia and connection. By blending authenticity with stunning visuals, the project showed how photography continues to be a tool for deep emotional engagement.
This approach challenges the industry to think differently about how moments are captured and shared. It further proves that storytelling driven by emotion can strengthen fan relationships and create lasting impact. Derrick Rose Night isn’t just a tribute—it’s a model for how sports organizations can celebrate legends while making every fan feel like they’re part of history. Still, in 2025, static imagery remains at the heart of these moments.
Objective
As Derrick Rose said goodbye to the game of basketball, he spent the week leading up to giving his flowers to fans, teammates and family through a series of heartfelt events. Whether it was at his high school, Chicago pop-ups, a teammate alumni brunch or elsewhere –the Bulls focused on capturing the raw emotion and personal interactions throughout to demonstrate that Derrick’s basketball journey uniquely inspired in people. Our goal was to craft a dynamic collection of images that not only preserved these moments but also transported fans at home into the experience in real time, creating a true experience in visual storytelling. We sought to remain close to the moments, many of which happened behind closed doors, and kept pace with the hectic schedule of real time distribution.
Leading up to Derrick stepping out on the court at halftime on 1.4.25 and the Bulls welcoming the world’s media, we purposefully took pictures from a different perspective than other cameras in attendance, ensuring a visually distinct and emotionally resonant portrayal of a historic celebration.
Strategy & Execution
Our approach was authentic, capturing each moment of Derrick Rose’s emotional journey as Chicago and the basketball world honored him. Our work balanced his legacy as a player with the man his is today.
We documented the incredible events in Chicago – stepping onto the court at his former high school for one final game, literally giving flowers to the fans of the city, and witnessing a sea of Rose jerseys at the United Center – every interaction became a defining visual in his story. Our photography team followed Derrick throughout the week, ensuring Bulls fans could experience the moment as it unfolded.
When Derrick took center stage at halftime on 1.4.25, we strategically positioned ourselves to elevate our storytelling. We broke convention, placing a remote-triggered camera at a low angle on the court and a manned camera in a position to capture Derrick’s interactions with the fans. This lent a unique perspective as well as in a defining image—Derrick, a single rose in hand, framed by the jersey numbers of his career in front of a packed crowd. This moment, filled with emotion and legacy, embodied the magic of his homecoming, ensuring it would be remembered through iconic photographs.
Organizations
- Chicago Bulls
Links
Featured
- Derrick Rose
Credits
Joe Pinchin
Director, Content
Chicago Bulls
Nikko Tan
Senior Manager, Content
Chicago Bulls
Jimmy Mitchell
Manager, Content Design
Chicago Bulls
Kyle Brown
Coordinator, Content
Chicago Bulls
Celebrate in NYC
Join us for the 7th Annual Hashtag Sports Awards™ on the evening of June 24, 2025 as we celebrate finalists and reveal the winners of this year's awards live during the show.
