Sweat Unites Us

For this project, I was the Senior Art Director, working closely with Tom from concept through to execution. We first had to pitch the idea internally, then partnered with the ECDs to bring it to life.

Gatorade has traditionally spoken to ‘serious’ athletes, think Messi or Serena Williams, using star power to reinforce its credibility.

But for 2024, the brand wanted to shift focus to the everyday athlete. The kind of player who values team spirit and camaraderie over trophies. People united by the sweat they shed for their team.

We developed three films for three different markets, each featuring a local team and directed by a local filmmaker, shot across three time zones, at the same time. It was a true global effort with an authentic, down-to-earth voice.

Global edit & Mexico: hidden behind a ridiculously difficult password. Just ask for it.

Agency: 180 Amsterdam • ECDs: Sam Souen, Bern Hunter • Creatives: Cristiano Signore, Tom Zaranko

Brazil unit Director: Urso Morto • Production: MyMama

Philippines unit: Director: Joel Limchoc • Production: Pabrika