Gatorade is launching three new spots as part of its ongoing, multi-year Fuel Tomorrow initiative to help ensure everyone has equal opportunities to play sports and realize their potential.
There are barriers that prevent many kids from getting into, or staying in, the game–but one of the most prevalent is the lack of representation. Gatorade is helping address this by amplifying diverse role models in sports, including Hansel Enmanuel, Suni Lee and Serena Williams. The spots celebrate the inner drive it took for these athletes to overcome the barriers in their sport to achieve greatness.
This spot features Enmanuel, a Dominican high school basketball player who attends Life Christian Academy in Kissimmee, Florida. He went viral in early 2021 for his flashy dunks, passes, three-pointers and athleticism against top high school talent despite having only one arm.
The Gatorade campaign was created by TBWAChiatDay LA. Spots were directed by Malik Hassan Sayeed via production company Little Minx.
CreditsClient Gatorade Agency TBWAChiatDay LA Caleb Jensen, executive creative director; Mark Peters, group creative director; Myles Brown, Malu Lara, sr. copywriters; Nico Marks, Christian Laniosz, Claire Zimmerman, sr. art directors; Bruno Regalo, head of art & head of design; Thiago Matsunaga, associate digital design director; Guia Iacomin, director of content production; Jeff Yee, sr. producer; Linnea Goodman, Scout Pertofsky, associate producers; Scott MacMaster, executive strategy director; Martin Ramos, strategy director; David Heiser, integrated strategy director; Julio Catilo, associate strategy director; Savannah Galindo, Sheida Karami, sr. strategists. Production Little Minx Malik Hassan Sayeed, director/DP; Rhea Scott, president; Helen Hollien, exec producer; Elaine Behnken, head of production; Salli Ziles, line producer; Reagan Jackson, production designer; Monique Vilfort, stylist; Nate Bellamy, sports choreographer; Eric Ian, photographer. Editorial Rock Paper Scissors Carlos Arias, editor; Jobe Lowen, Sebastian Zotoff, assistant editors; Shada Shariatzadeh, exec producer; Sasha Grubor, sr. post producer. Color The Mill Mark Gethin, creative director/colorist; Meghan Lang, exec producer; Jessica Amburgey, color producer. Sound Design/Mix Lime Sound Design/Lime Studios Rohan Young, mixer/sound designer; Jeremy Nichols, mix assistant; Susie Boyajan, mix/sound design exec producer. VFX/Finishing a52 Andres Barrios, creative director; Dan Ellis, lead Flame artist; Richard Hirst, Adam Flynn, Rod Basham, Flame artists; June Cho, designer; Corey Martinez, John Valle, Ujala Saini, online editors; Everett Wayne Cross, producer; Drew Rissman, head of production; Patrick Nugent, Kim Christensen, exec producers; Jennifer Sofio Hall, managing director. Footage Research Stalkr Colleen Cavanaugh Anthony, exec producer; George Alvarez, producer; Chelsea Van Arsdol, production manager.
Director Gia Coppola Teams With Mejuri For “A New York Minute”; 1st Episode Takes Us To The Grocery Store
Mejuri, known for turning fine jewelry into an everyday luxury, has partnered with director Gia Coppola (The Last Show Girl, Palo Alto) and The Directors Bureau in Los Angeles, for the first time reimagining the brandโs story as episodic content. In a series of microfilms, co-created by Coppola and premiering following New York Fashion Week, Mejuri eschewed a typical celebrity campaign and cast us as voyeurs to a group of aspiring young women--real people, not actors--at the crossroads of their adult lives against the backdrop of New York City.
Titled โA New York Minute,โ the series features five real-life friends, who include one perfectly imperfect heroine named Emma. The women celebrate ordinary moments and interactions which reveal, sometimes retrospectively, the extraordinary within the mundane. Adjacent to the brandโs own community, the 30-something year old cast includes Laura Love (Emma), Rebecca Ressler, Natalie Vall-Freed and Rozzi Crane. Mejuriโs jewelry makes an appearance as the best supporting actor.
โWhen I met with Gia and The Directors Bureau team, there was instant creative and personal chemistry and a natural alignment on the desire to push and blur the lines between marketing, storytelling, and the construct of what a โcampaignโ could be,โ said Jacob Jordan, chief brand officer, Mejuri. โGia was able to push that idea into something that truly feels new and artful, with a realism and relatability that almost feels jarring. Gia was such a perfect collaborator and partner, someone I had complete trust in to be a catalyst for Mejuriโs values of celebrating women as their truest selves. I canโt wait for us to continue to tell the next chapters of this story.โ
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