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
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.
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.
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!
