Chicago Bulls Derrick Rose: Banner Unveil

ABOUT THIS ENTRY

After a record-setting, best-in-class celebration in 2025 when Derrick retired from the NBA, the Bulls returned to make and celebrate history - retiring Derrick Rose’s No. 1 jersey. An honor bestowed on only Michael Jordan, Scottie Pippen, Bob Love and Jerry Sloan, in the franchise’s 60 years, Rose's jersey retirement transcended on-court achievements. 

This video captures the making of Rose’s banner and the people behind Rose who helped him reach incredible heights. The Bulls capture the making of the banner, his family and friends taking in history and sharing words with him, and, of course, the moment Rose sees his banner for the first time.

How does this represent "Excellence in Engagement"?

The setup was intricate and built to elicit an organic and authentic reaction from Derrick. It was also important to give Derrick’s family a private moment to celebrate the achievement, ultimately leading to a video that allowed fans to share in that emotion. 

12 cameras were set up in the United Center in different positions, allowing us to move with Derrick without interfering in the moment. Cameras were strategically hidden and positioned around the bowl, tunnels and court sightlines to capture reactions from multiple angles. As he may have convinced himself internally when focusing during the biggest moments of his career, Derrick could now feel and say with confidence that he was the only person there.

After a moment alone, his family joined in, followed by his Bulls teammates – all the people who stood by his side through the highlights and hardships. When they surrounded Derrick, emotional and elated, his teammate and friend Joakim Noah looked at the banner and said, "This is our championship.” That quote underlined not only the deep relationships those teams built together but how much this moment meant – not only to them but the fans that cheered them on. 

Objective

A hometown hero and symbol of the city, the jersey retirement went beyond basketball. Rose's legacy taps into an emotional vein of the city, one of incredible highs and lows. Derrick is a native Chicagoan who joined the Bulls as the number one overall draft pick in 2008. In just his third season, Derrick also became the youngest MVP in NBA history. A year after his MVP season, Derrick suffered a career and franchise-altering ACL injury and faced other setbacks in following seasons. 

This was moment that needed to be carefully crafted to honor Derrick and create a deeper connection with Bulls fans.  

For the jersey retirement and the banner itself, the Bulls and Derrick wanted to make sure the gravity of the moment didn’t rely only on the live crowd reaction at the game.  

The goal was to create a short-form video that gave fans an emotional window into a private, unrepeatable moment — one that made them feel present for history. The Bulls gave Derrick an opportunity to take in the moment alone, with the people and teammates closest to him, and to create a piece of content that captured history in perpetuity. 

Strategy & Execution

In planning, Rose told the Bulls that his success is shared with those who supported him throughout his basketball career. To reflect the people behind the player, we wanted to highlight the banner makers, his first teammates and coaches and surprise the man in the jersey.

The Bulls traveled to W.G.N. Flag & Decorating Co., a family business that has been around since 1916 on Chicago’s South Side. The team went behind the scenes, capturing the hand-stitching of the banner and even allowed Rose’s family to insert rose petals behind the number on the banner.

The banner then traveled to Rose’s high school, Simeon Career Academy, where his former teammates, coaches and community members reflected on his career accomplishments and impact while also stitching rose petals into the lining.

Finally, there was Rose. He walked onto the pitch-black court, alone, to find his No. 1 banner lowered to eye-level and lit by a spotlight from the rafters. The intricate set-up, supported by 12 cameras around the United Center, captured Rose as the man in the arena and allowed him to experience the achievement in a way he could not on gameday.

Organizations

• Chicago Bulls

Featured

• • Derrick Rose
  • Joakim Noah
  • Taj Gibson
  • Kirk Hinrich

Credits

Derrick Rose
Bulls Alumni

Luka Dukich
VP Content Marketing
Chicago Bulls

Brad Siegel
BullsTV Executive Director
Chicago Bulls

Chris Ramirez
BullsTV Director
Chicago Bulls

Ian Beckley
Sr. Producer / Sr. Manager of Video Production
Chicago Bulls

Tucker Jacob
Manager of Video Production
Chicago Bulls

Daniel Charous
Manager of Video Production
Chicago Bulls

Anya Kalfus
Assistant Producer & Coordinator of BullsTV
Chicago Bulls

Cait Hicks
Editor of BullsTV
Chicago Bulls

Michelle McComas
Executive Director of Entertainment & Events
Chicago Bulls

Katie Dietrick
Post Production Associate of BullsTV
Chicago Bulls

Max Berman
Director of Game Production & Entertainment
Chicago Bulls

Zaida DeGuzman
Director of Event Production & Activation Strategy
Chicago Bulls

Lindsey Lococo
Senior Manager of Entertainment
Chicago Bulls

Joe Pinchin
Director of Digital Content
Chicago Bulls

Nikko Tan
Senior Manager of Digital Content
Chicago Bulls

Jon Shoemaker
Executive Director of Creative Services
Chicago Bulls

Jimmy Mitchell
Senior Manager of Content Design
Chicago Bulls

Adrienne Scherenzel
Vice President of Community Engagement
Chicago Bulls

Matt Yob
Director of Alumni Relations
Chicago Bulls

Ethan Wilen
Manager of Alumni Relations
Chicago Bulls

Calvin Parson
Director of Community Engagement
Chicago Bulls

Kayla King
Senior Manager, Brand and Fan Development
Chicago Bulls

Haley Zahn
Senior Coordinator of Brand & Fan Development
Chicago Bulls

Alex Compton
Senior Manager of Integrated Marketing
Chicago Bulls

Kamil Strycharz
Senior Manager of Creators & Communities
Chicago Bulls

Sofia Musman
Senior Coordinator of Creators & Communities
Chicago Bulls

Susan Goodenow
EVP of Brand and Public Affairs
Chicago Bulls

Madison Ornstil
Chief Strategy Officer
DMR Ventures

Randall Hampton
Chief Marketing Officer
DMR Ventures