GATORADE | SECRET TO VICTORY
Every athlete loses; it’s part of the game. What separates the good from the great is how they bounce back. True champions don’t fear defeat, they use it as a challenge to work harder and fuel future victories.
To convey this message, we had some of the world's greatest athletes share their most personal moments of defeat. The moments that fueled them to become champions—from Michael Jordan not making his Varsity team, to Matt Ryan's heartbreaking Super Bowl loss. All to remind the next generation of athletes that defeat shouldn't be feared; it should be used as fuel for 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
I wrote Gatorade’s latest brand line, “Greatness Starts With G.” 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
BOLT24 | REAL STAR AWARDS
For the 2021 NBA All-Star weekend, BOLT24 partnered with Desus & Mero to host the first-ever Instagram Stories award show, The Real Star Awards, honoring the most REAL basketball talent in the game. Concepted and produced in just two weeks, this was unlike any award show you’ve ever seen. Click the phone below to watch the show live on tape. Do it now, do it!
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
