Gatorade wanted to launch its customizable Gx system, built for athletes who want to own how they hydrate and perform. Working alongside our agency partner, we brought that idea to life with fast, high energy content that felt as individual as the athletes themselves, Cam Newton and Paul George.
First: The Drink with Movement, Music and Tech layered into every shot. The goal was simple. Show that performance is personal. Not just in how you play, but in how you prepare. What you wear. How & What you fuel with. The product was part of it, but the approach was the driver.
Second: The Whey Protein Bar shifted the tone. Slower. Controlled. The calm after the noise of the game. Recovery as part of the ritual.
Together, the work reflects what drives every athlete. Energy. Focus. Discipline. And what the athlete does and no one sees that makes game day possible.