The first joint reel went out on 17 November, posted with Chivas Regal’s Australian account, and Serwah Attafuah released hers the same day. In early January 2024 the national campaign went live with motion films and outdoor posters, and Andpeople said from the start where it would end: in April, with workshops hosted by both Pioneers.

The February film, “Chivas Regal presents How We Rise”, put Jake on screen telling GEEDUP’s story from a garage to a global business. GEEDUP framed it as an offer: “Together with Chivas Regal, we are giving some insight into the playbook of how we made it.” The caption pointed to the next step, signing up for a chance to catch the team at an in-person workshop.

On Saturday 13 April 2024 GEEDUP, led by Jake Paco and Trevene Patrick, hosted a free workshop in Sydney: How to Turn a Brand Into a Business, built around content, community and commerce. Complex AU called the sessions masterclasses; Chivas called it the Regal Pioneers workshop. Serwah Attafuah held hers in Melbourne a week later, and Andpeople later described the workshops as the focal point of its Chivas strategy that year.

Complex AU filmed Jake there, talking entrepreneurship and taking GEEDUP global. He was plain about what the business asks of people: “The key quality is just the ability to see things through, good or bad.” And for anyone weighing it up: “If you don’t want it as bad as that, don’t bother starting.”

How We Rise was not GEEDUP’s first project with the brand. The archive holds a Chivas x GEEDUP promo film from May 2022, cut in colour and in black and white. What How We Rise added was a platform, and a room full of people who wanted to know how it was done. As Jake told Complex AU: “We’ve never tried to fit in a lane.”