In this spot titled “The Secret to Victory,” star athletes ranging from Michael Jordan to Peyton Manning to Serena Williams reveal what fuels them. Turns out their secret to victory is defeat. The athletes share the toughest setbacks in their sports careers and how the experience of defeat propelled them to new heights and memorable victories.
Matt Baron of ALLDAYEVERYDAY PRODUCTIONS directed this :60 (and a :30 version) for Gatorade out of TBWAChiatDay.
The campaign builds on Gatorade’s finding that defeat can prove to be a compelling motivation to succeed. Yet, youth athletes are raised in a culture that protects them from the disappointment of loss. They’re even given participation trophies just for showing up. When did losing become such a bad thing? Gatorade is determined to change this perception and let athletes know that defeat can be their most powerful fuel.
Credits
Client Gatorade Agency TBWAChiatDay Renato Fernandez, chief creative officer; Mark Peters, Doug Menezes, creative directors; Guy Helm, Chris Juhas, sr. copywriters; Chris Rodriguez, Ben Tolbert, sr. art directors; Brian O’Rourke, executive director of production; Guia Iacomin, executive producer; Kathleen Ackel, associate producer Production ALLDAYEVERYDAY PRODUCTIONS Matt Baron, director; Arrow Kruse, Oscar Thomas, exec producers; Victoria Curtis, head of production; Nicola Westermann, Andrew Runkle, producers; Garrett Hardy Davis, DP. Editorial Cut+Run Steve Gandolfi, Luc Giddens, editors; Annabelle Dunbar-Wittaker, head of production; Amburr Farls, exec producer; Michelle Eskin, managing director. VFX a52 Stefan Gaillot, Jesse Monsour, VFX supervisors; Cameron Coombs, Brad Scott, Enid Dalkoff, Gurvan Tanneau, 2D VFX artists; Tom Briggs, 3D artist; Mike Bettinardi, Michael Cardenas, tracking artists; Andrin Mele-Shadwick, Ashlie Iacocca, producers; Patrick Nugent, Kim Christensen, exec producers; Linda Carlson, Jennifer Sofio Hall, managing directors. Color Grade MPC Ricky Gausis, colorist; Meghan Lang, exec producer; Rebecca Boorsma, producer; Elyse Robinson, associate producer. Music Beacon Street Studios Beacon Street, composer; Adrea Lavezzoli, exec producer. Sound Design stimmung Gus Koven, sound designer; Kristina Iwankiw, exec producer. Audio Post Lime Studios Mark Meyuhas, mixer; Peter Lapinski, assistant mixer; Susie Boyajan, exec producer.
FCB Health New York, an IPG Health company, and SAFE Project have joined forces to create “The Snowball,” a short film that spotlights winter as a common catalyst for dangerous increases in alcohol consumption. In collaboration with creative studio LOBO, “The Snowball” combines a compelling visual metaphor with cutting-edge animation and a haunting soundtrack from Billie Holiday.
As millions embrace “Dry January,” the onset of colder, shorter winter days still leads to an uptick in alcohol misuse, which can lead to liver cirrhosis and other medical maladies and dangerous consequences for one’s life. Speaking to casual drinkers, “The Snowball” visually illustrates how anyone is at risk of becoming addicted to alcohol during this time of year when external climate variables can lead to excess consumption, even if the drinker does not immediately realize it.
Making good on the metaphor, the film follows one man as a quick liquor run gradually devolves into a full-blown addiction as a snowball gradually grows beside him, engulfing his whole life and eventually causing his demise. Set to the tune of Billie Holiday’s “Everything I Have Is Yours,” the film’s pathos is drawn from the sonic integrity of Holiday’s original recording maintained in the sound design as well as the singer’s tragic battle with substance abuse.
This entirely animated film was created using a hands-on, collaborative process rooted in traditional animation techniques, with every aspect of the artwork creation, design, and craftsmanship crafted entirely by human hands. AI-driven tools and processes were brought in during the animation rendering stage, helping the film achieve a distinct visual style that would have been difficult to achieve through... Read More
