🐐 Gatorade “Win From Within” 🐐
A small sampling of my favorite work during a one-year stint on Gatorade at Chiat Day in LA.
Jordan Billboard
The client wanted to inspire Gatorade employees as they came into work and drum up excitement for the launch of the “Win From Within” campaign.
This billboard was located directly outside global headquarters (the white skyscraper) in Chicago — hence a throwback to Chicago’s most loved athlete.
The headline speaks to the hard work it takes to earn every victory.
Win From Within | Manifestos
Manifestos for the launch of “Win From Within” campaign, originally written as TV spots but unfortunately, these scripts became bridesmaids, not the bride…
I’ve mocked them into print ads for presentation purposes.
🕺💃📺 Gatorade + So You Think You Can Dance 📺🕺💃
Background: Gatorade launched G Series Fit — a new sports drink aimed at fitness athletes, so they targeted dancers by sponsoring Dance World magazine and Fox’s Emmy Award Winning show "So You Think You Can Dance” (SYTYCD).
The Brief: Create a :05 second branded bumper before commercial breaks in the series finale & make a print ad for the winner of SYTYCD to run in Dance World magazine. Lame…
The Idea: We took a page from the show — letting SYTYCD fans vote on the print ad and we talked Fox into giving us airtime during the finale for an integrated promotion.
The Result: Gatorade appeared moments after Melanie Moore was crowned champion while 6.3 million people tuned in. More than 50,000 fans went online to vote for Gatorade’s Dance World magazine print ad and the total earned media PR ran up to and over 11 million impressions. The dancer community also embraced Gatorade, especially applauding the authenticity of the imagery since we captured rehearsals, not a performance.
📺 Win From Within + “Nothing But Net” by MTV2 📺
Background: Nothing But Net was a two part mini-documentary co-sponsored by Nike and Gatorade that aired on MTV2 during the 2011 NBA Finals. The show followed two high school basketball programs, one in Harlem and one in Oklahoma City, both competing for a state championship.
Execution: During the show, Gatorade sponsored athletes — Kevin Durant and Tyson Chandler — showed up to offer encouragement and talk to these teens about the role of nutrition in their performance. I provided their talking points on set and helped position Gatorade logos into the background of shots.
The Team
Agency: TBWA \ Chiat \ Day \ LA
Executive Creative Director: Patrick O’Neill
Group Creative Director, AD: Brent Anderson | Group Creative Director, CW: Steve Howard
Creative Director, AD: Jayanta Jenkins | Associate Creative Director: Donna Lamar
Art Director: Tiffany Lam | Copywriter: Nate Totten