Water made active

To launch new Gatorade's new electrolyte water, we made it literally active. 

Gatorade believes that there are no shortcuts in sports and fitness. So we decided to take the same approach with our production. We developed a completely new technology capable of generating a visual and literal representation of an active water. The ingenious installation combines art, photography and science to synchronize tiny droplets of G Active so that together they form a character that jumps, runs and even kicks a punching bag. The end result is both stunning and quite poetic. 

TV Spot:

Behind the Scenes

AWARDS

2017 Cannes Lions:
Gold Lion - Digital Craft,
Silver Lion - Design,
Shortlist - Entertainment

2018 One Show:
Gold -  Design: Innovation in Design
Gold - Moving Image Craft: Innovation in Moving Image
Gold - Social Media - Use of Visuals
Silver - Design - Animation

2018 Andy Awards:
Gold -  Craft

2017 Clio Awards:
Silver - Social Media
Bronze - Film Craft Animation

2017 FWA:
FWA People's Choice Award 2017

2018 Webby's:
Nominee: Best Use of Video or Moving Image
Nominee: Technical Achievement
Honoree: Best Use of Animation

RESULTS

• 21MM+ Organic Views

• 200k+ Shares

• Unprecedented Organic Global Media Coverage

• Business Insider and Mashable created their own edits of our behind the scenes:

Creative Credits

Chief Creative Officer: Renato Fernandez
Global Creative Director: Doug Menezes
Associate Creative Directors: Bruno Acanfora, Ariel Abramovici
Directed by Cole Paviour at Unit9