GATORADE | SECRET TO VICTORY
GATORADE | THE SECRET TO VICTORY
Every athlete loses. What separates the good from the great is how they bounce back.
The Secret to Victory was a multi-platform campaign that reframed defeat as the fuel for greatness.
We captured the personal losses that shaped legends — from Michael Jordan getting cut from his high school varsity team, to Matt Ryan’s heartbreaking Super Bowl loss — reminding a new generation of athletes that greatness isn’t about avoiding defeat, it’s about using it.
The campaign featured icons like Michael Jordan, Serena Williams, Peyton Manning, Eli Manning, Karl Anthony Towns, JJ Watt, Matt Ryan, and Kyle Schwarber.
We extended the story through a partnership with Gimlet Media, producing a podcast series that dug even deeper into these pivotal moments — creating a cultural conversation around resilience, not just victory.
🏆 Award: Shortlisted Cannes | Film Craft > Script
DIRECTOR: MATT BARON | EDITOR: STEVE GANDOLFI | AGENCY: TBWA CHIAT DAY, LA
THE SECRET TO VICTORY | PODCAST SERIES
In conjunction with our broadcast campaign, we also partnered with Gimlet Media to launch a 6-part podcast series telling the full (and often unheard) stories of defeat from the athletes featured in our film. Each episode told how some of the best athletes in the world used their defeat as motivation to victory.
GATORADE | GREATNESS STARTS WITH G
Created the brand line "Greatness Starts with G," reframing Gatorade as the starting point for greatness — not just the fuel for it.
We then launched this line with a campaign centered around the truth that there are many paths an athlete can take to Greatness, but it all starts with G.
DIRECTOR: STUART MCINTYRE | EDITOR: ADAM ROBINSON | AGENCY: TBWA CHIAT DAY, LA
Fun fact: My line “Greatness Starts with G” had run in right field at Yankee Stadium for years. In one surreal moment, the Yankees tweeted it out — with Giancarlo Stanton (aka “G”) standing in front of it. One of my favorite culture crossovers ever. It hangs framed on my wall.
BOLT24 | REAL STAR AWARDS
Concepted and launched the first-ever Instagram Stories award show — The Real Star Awards — during 2021 NBA All-Star Weekend. Partnered with Desus & Mero to honor the most real players in the game, flipping the traditional awards format into a social-first, culture-forward moment. Concepted, greenlit, and produced in just two weeks.
🏆 Award: Shortlisted Cannes | Branded Content for Sport > Digital
PRODUCTION: JANE | AGENCY: TBWA CHIAT DAY, LA
GATORADE | LOVE MEANS EVERYTHING
In tennis, “Love” means nothing. Quite literally, zero. It’s the score before the match even begins. Serena’s career started at love and continued to fuel a movement that would show the world that love truly means everything.
🏆 Awards: Silver Sports Clio | AdWeeks 30 Best Ads of 2022, #1 | Fast Company 5 Best of 2022, #1
DIRECTOR: JAKE NAVA | VO: BEYONCÉ | EDITORIAL: LOST PLANET | AGENCY: TBWA CHIAT DAY, LA
GATORADE | FUELED BY THE BEST
The best athletes in the world have one thing in common, they are fueled by the best. Then. Now. Forever.
EDITOR: ROBERT LOPUSKI | GRAPHICS: 1STAVEMACHINE | AGENCY: TBWA CHIAT DAY, LA
GATORADE ZERO | KEEP MOVING
There’s no such thing as a casual workout when you’re as competitive as power couple, Dwyane Wade & Gabrielle Union.
In this spot, we see the two get the most out of their workout with Gatorade Zero.
DIRECTOR: THE MALLOYS | EDITOR: ADAM ROBINSON | AGENCY: TBWA CHIAT DAY, LA
GATORADE ZERO | G ZERO EFFECT
The sequel to our last G Zero spot, Dwyane & Gab are back in the gym and inspiring others to join their couples competition.
DIRECTOR: THE MALLOYS | EDITOR: DAVID BRODIE | AGENCY: TBWA CHIAT DAY, LA
GATORADE | MADE FOR THIS
This campaign celebrates the full portfolio of products from Gatorade. For every member of your team, Gatorade has a team of products that was made to fuel them. The "Made For This" Campaign declares that whatever greatness an athlete was made to achieve, Gatorade was made to fuel it.
DIRECTOR: PAUL GEUSEBROEK | EDITOR: ADAM ROBINSON | AGENCY: TBWA CHIAT DAY, LA
