10 years of leading the GATORADE brand to sales and creative heights.
2026 WORLD CUP:
IN SWEAT WE TRUST.
For the 2026 World Cup, we pushed back on a culture of shortcuts, and reminded a new generation what actually works: Effort. Determination. And Sweat.
Designed, in part to launch “Is It In You” worldwide, it is the largest ever global campaign from Gatorade.
IS IT IN YOU?
These days, athletes are surrounded by more outside noise, hype, and distractions than ever. So we brought back a 25 year old campaign to offer a timeless reminder to athletes of what will always be most important for their success: what they have inside.
It is Gatorade’s largest campaign ever.
LOVE MEANS EVERYTHING
When a cultural icon like Serena retires, you enlist the services of her friend and cultural icon – Beyonce, to help celebrate the impact that she had on the world.
This was the most viewed and shared Gatorade film of all time.
Serena announced her retirement in Vogue Magazine. So we placed Gatorade’s first ever ad in Vogue.
AWARDS (CLIOS / ADWEEK AD OF THE YEAR / FAST COMPANY AD OF THE YEAR)
CAITLIN CLARK
Everything you achieved in college doesn’t mean shit when you get to the pros. On the first day of Caitlin Clarks pro career, she let everyone know she’s just getting started.
AWARDS (CLIOS)
USAIN BOLT - 41 STEPS
On the day of Usain Bolts last race, we used a brand new IG stories capability to show just how fast Usain Bolts record times really were.
It was one of the most successful IG stories efforts ever on IG.
AWARDS (CANNES / ONE SHOW)
SISTERS IN SWEAT
We launched a campaign to help keep young girls in sports with the help of Serena Williams and a poignant message to her new baby girl.
AWARDS (CANNES / ONE SHOW / GRAND CLIO)
HEART OF A LIO
Prior to the World Cup, we celebrated Leo Messi’s from an undersized kid in Rosario to the biggest name in the world’s biggest sport.
The film has been viewed close to 100 Million times, globally.
AWARDS (CLIOS)
THE NEXT 50
We celebrated Gatorade’s 50th anniversary of fueling the best, by highlighting 50 moments in sports history that have a connection to the brand. And the first moment was where it all began – the 1965 Florida Gators.
This was the first creative I wrote for Gatorade.
DON’T GO DOWN
The ask was to have Leo Messi deliver an inspiring message. We realized he didn’t have to say one word to do so. He does all his talking with his game.
AWARDS (ONE SHOW, CLIOS)
LIKE A MOTHER
Serena’s return to tennis after giving birth to her first child was a difficult process. But she battled back to reach the finals of Wimbledon. We dropped this film, on the day of the final, celebrating her resilience and strength.
AWARDS (CLIOS)
GATORADE X JORDAN BRAND
Nike created a series of colorways based on Gatorade flavors. We created in-store installations that brought the collab to life.
THE BOY WHO
LEARNED TO FLY
We wanted to tell an in-depth story of Usain Bolt that would be animated - just like his personality. We chose to make people aware of the fact that the Usian Bolt that people know – “the fastest man in the world” and “multiple gold medal winner” - almost never happened. The story is based on real moments in Usain’s life, and some wisdom his mother gave him before his first big international race as a teenager: “you can always go faster, if you keep light.” The joyful, fun-loving Usain we see at races today was made in that moment.
The film launched in July 2016 and ran online (Facebook, Twitter, Youtube) and in theaters. We treated this film launch like any other Hollywood blockbuster release and created teasers, trailers, movie posters and swag.
The film garnered nearly 20 million views across all social channels and was accepted into film festivals and was nominated for an Emmy.
AWARDS (EMMYS, CLIOS, ONE SHOW)
PEYTON MANNING RETIREMENT
“DEAR PEYTON”
Peyton Manning was one of the most authentic players in the football. He was also one of the most old-school. In fact, he wrote thousands of hand-written letters to all sorts of people throughout his career. So, when it came time to honor that career, we used his actual words from those letters, to do so.
AWARDS (EMMYS)
NEVER LOSE THE LOVE
Gatorade wasn’t an Olympic sponsor, but we had some of the biggest names in the Olympics. We launched a campaign with the insight that greatest athletes make sure to never lose that love they had for their sport as a kid. Even though we were not an Olympic sponsor our campaign was named the third-most-liked Olympic campaign.
AWARDS (CANNES, ONE SHOW, CLIOS)
WORLD CUP 2018
“EVERYTHING CHANGES”
Gatorade wasn’t an Olympic sponsor, but we had some of the biggest names in the Olympics. We launched a campaign with the insight that greatest athletes make sure to never lose that love they had for their sport as a kid. Even though we were not an Olympic sponsor our campaign was named the third-most-liked Olympic campaign.
AWARDS (CANNES, ONE SHOW, CLIOS)
THE HOLIDAY SWEATER
A lot of athletes dial the training back over the holidays. But we challenged athletes to view the holidays as a chance to get an edge on their lazier competition. We wanted them to be “ A Holiday Sweater.”
MAKE DEFEAT YOUR FUEL
We took the biggest athletic disappointments of the some of the best athletes in the world, and used them to show young athletes that losing isn’t a bad thing. In fact, it can be your most powerful form a fuel.
AWARDS (CANNES)
RIVALS
Gatorade are the experts on everything that fuels athletes. And sometimes that fuel is found in an opponent that wants to kick your ass.
FUEL FUN
With pressure on young athletes at an all-time high, Gatorade wanted to remind them of a simple truth: you get more out of the game if you always keep it fun.
3 IS THE MAGIC NUMBER
We celebrated the career of Dwayne Wade by highlighting his special connection the the number “3.” (And I got to work with John Legend to recreate the classic musical number... career highlight, for sure)
AWARDS (CLIOS)
GREATNESS STARTS WITH G
This campaign centered around the truth that there are many paths an athlete can take to Greatness, but it all starts with “G.”
HARD WORK GATORADE
Beyond just making inspiring athletic work, Gatorade also churns out the hard working “carbs and electrolytes” messaging designed to educate their audience on why Gatorade is superior.
The creative challenge is to attack it in different ways each year. I think we continued to find interesting ways to celebrate the hard work athletes put in, and the Gatorade that fuels it all.
IT’S RECOVER TIME
Gatorade wanted to launch a line of Recovery products, but the problem was that athletes didn’t know when to use them. So we created a campaign that educated them, “When it’s not game time, it’s Recover time.” Because the campaign focused on a different area in the athlete’s life (outside of the game), we were able to embrace a different tone for the creative and highlight a different side of our athletes.
STAY COOL - GATORADE FROST
Cool like a Yeti eating frozen spaghetti. Also, George Gervin (another personal highlight).
REAL SMOOTH - GATORADE FLOW
This was one of the tougher briefs on the brand. A “smooth finish” is an odd thing to attribute to Gatorade, but we embraced the challenge… and at least made ourselves laugh.