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.
Inside every athlete there is a kid who fell in love with sports and never looked back. The best never lose that love. Cast your vote to fuel the love forward and help Gatorade donate to youth sports organizations at gatorade.com/loveofsports.
Featuring: Usain Bolt, Serena Williams, Paul George, April Ross.
(Voting ends 11/30/16)
#LoveOfSports
With more than half of the world watching, the 2014 FIFA World Cup Final in Brazil was expected to be the single most viewed event in history. Using this moment as a stage, adidas needed to strongly declare that it is the undisputed global leader in football. Our challenge: how do we inspire the world with a story that rises above the extraordinary clutter and noise that would be created not just by brands but also culture at large? We came up with a solution.
To tell the most compelling, distinctive and relevant adidas Final story possible, we used actual heroes, players and moments from the two competing finalists. Our biggest barrier - we only had 5 days to produce a film from the time the finalists would be determined and the actual Final match.
Every four years, when players leave their clubs to join their national teams, new rivalries are born. Because fans love those players when they play for their clubs, but hate them when they play against their national team. Because teammates that are best friends when they play for the same club, become rivals when they play for each of their national teams.
Every four years everything changes, except what's inside them.
Bit Bottles is a project in which 3840 bottles were placed on a panel on the exterior of the Trump Soho Hotel in New York City during Super Bowl week. The bottles represent the amount of Gatorade it took to fuel the Broncos and Seattle Seahawks on their way to the Super Bowl XLVIII.
The bottles featured a digital "projection mapping" visualizing the journey of both teams through the season. Each of the bottles on the panel is projected with a different Gatorade flavor, as if each bottle were a “pixel." The effect gives the panel the feeling of a 3D animation.
"50" celebrates Gatorade's 50 years of fueling champions by reminding everyone that the moments that we celebrate in sports don’t happen without hard work and the fuel it requires.
The film begins with the 1965 Florida Gators, they start doing push ups and as they count up to 50, each number is linked to a classic sports moment that has meaning to Gatorade. As the count reaches "50" the spot again shows the Florida Gators, however this time, it's the current team. The coach yells a challenge to the team (and the viewer), "Fifty more, let's do it again."
Nixon believes in pushing the Never Been Done, getting out of your comfort zone and do something for the first time. Whether you’re a watchmaker, a surfer, or an artist. Those with the creative mindset are always “Alive” and view time as a possibility to push themselves and the things they do.
Coming from California, the home of surf, skate and snowboarding, gives Nixon the credibility to connect with an action sports audience. And they have excelled at it. The next challenge is to reach to a broader lifestyle audience. People that are wired like S/S/S but don’t necessarily Surf, Skate or Snowboard. We called them the “Never Trapped”. With an audience located we moved on to our message. What are we going to tell them that feels authentic to their lifes and true to Nixon soul? We challenged them to be Alive In California.
The Dribble Effect:
Whether it’s an amazing dribble, a jaw-dropping goal or a brilliant play from an opponent, rivalry is the ultimate motivator. The best fuel the best, and Gatorade fuels them all.
But there’s more to this idea - Mobile devices have given us instant access to an endless amount of content and information. But your screen can only motivate you if you know that at some point you need to let it go, and go sweat. Otherwise, it’s not really motivation. It’s just distraction.
Featuring: Lionel Messi, Alexis Sánchez, Coutinho, Hernanes, Roberto Pereyra, Stephan Lichtsteiner, Andrea Barzagli, Roberto Firmino, Alberto Moreno, Joel Campbell, Olivier Giroud, Aaron Ramsey, Iniesta, Jordi Alba, Munir, Marc Bartra, Juventus F.C., Liverpool F.C., Arsenal F.C. and FC Barcelona.
In the last decade, the dominance of FC Barcelona has been clear. They have claimed four Champions League crowns, six league titles and three cups. With Argentinean Leo Messi claiming the World's Best Player award four times in the last six years, they also have the player of the decade.
Despite all this success, the team stumbled in the 2013/14 season and didn’t claim any major trophy. Incredibly, in the following season, Barça was virtually unstoppable and won its second treble or clean sweep — the only club in history to achieve this feat twice.
So what changed between the seasons? What did the staff, coaches and club do behind the scenes to reignite the fire? What’s the secret behind their turnaround?
Barça had to reinvent itself from the inside out, and it all started in the locker room. Learn the behind-the-curtains story straight from the mouths of Leo Messi, Gerard Piqué, Luis Suárez, Javier Mascherano, Ivan Rakitić, Juliano Belletti and Dr. Dani Medina.
To promote one of the most anticipated movies of all time, we worked with Coke Zero to give Tron fans a real-life version of the action by combining GPS and motion-detection technology in a mobile game - Tron: LiveCycle. An alternate reality game that is played in the real word (locations) through your iPhone. The iPhone app lets you create your own light walls as you move down streets, suburbs and cities with the goal of topping the leaderboard as you force other ARG gamers to crash into your light walls, while you avoid theirs!
