Behind the greatness
Gatorade
Since 1965, Gatorade invests in research and technology to be the fuel that drives physical performance in athletes of all levels.
The science behind the brand is as incredible as the prowess of some of the athletes that consume it. Based on that, we developed for Latin America the concept “Behind the Greatness”, which shows what scientific innovation can do to help pros and amateurs, alike, to reach their greatness.
Because the magic that happens in the heat of competition, also comes from outside. And it seems like fiction, but it’s science.
Disciplines
/ RESEARCH
/ BRAND STRATEGY
/ SOCIAL AND INFLUENCE MARKETING STRATEGY
/ CREATIVE TERRITORY & BIG IDEA
/ DIGITAL CONTENT
/ PRODUCTION MANAGEMENT
Collaborators
/ REBOLUCION
Since 1965, Gatorade invests in research and technology to be the fuel that drives physical performance in athletes of all levels.
Because no matter how far they want to go, the important thing is the process to get there.
Because no
matter
how far they
want to go,
the important
thing is the
process to get
there.
CLIENT
GATORADE
JUNE
2021
INCREDIBLE PLAYS, PERSONAL RECORDS THAT ARE BROKEN, TOURNAMENTS THAT ARE WON ON THE LAST PLAY. BEHIND ALL THOSE THINGS THAT SEEM LIKE FICTION, THERE IS THE “SCIENCE OF GATORADE.”
CREDITS Advertiser: PepsiCo. Product: Gatorade. Chief creative officer: Ariel Serkin, Rodrigo Grau. Chief strategy officer: Mariano Serkin. Executive Creative Director: Mariano Gamba y Rodrigo Greco. Copywriter: Leandro Ezquerra, Estefania Pécora. Head of art: Diego Correa. Head of production: Coqui Gimenez Uriburu. Head of digital: Vica Clucellas. Project manager: Berenice Sotelo. Production House: Rebolución. Director: Vellas. Director of Photography: Pierre de Karchove. Executive Producer: Patrick Senger, Alejandro Rossi, Enrique Nava. Producer: Ivan Lomeli. Postproduction Coordination: Mariano Olivari. Editor: Rami D’Aguiar. Sound mix: Porta Estudio. Color Correction: Pentimento Color Grading, Rodrigo Silvestri. Postproducción/VFX: Mariano Olivari / Ratio VFX. Online: Mariano Olivari. Soundtrack: Papamusic. Clients: Gatorade. Regional Team: Gonzalo Muente, Jill Leccia, Francisco Mangiarotti, Nazly Granada y Sabrina Senior. Client Producer: Salomon Levy, Melissa Hernandez y Hugo Tenorio.