Monday, May 21, 2018
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Superprime's Rick Famuyiwa Directs "Never Lose the Love" For Gatorade, TBWA\Chiat\Day


Robert Goldrich
Friday, Jun. 17, 2016


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World-class athletes remember how their love for their particular sport started when they were kids. This Gatorade spot shows how that childhood love continues to motivate them--specifically Usain Bolt, Serena Williams, Paul George and April Ross--in their adult careers.

Rick Famuyiwa of Superprime directed “Never Lose the Love” for TBWA\Chiat\Day.


Client Gatorade Agency TBWA\Chiat\Day Brent Anderson, executive creative director; Renato Fernandez, worldwide creative director; Mark Peters, Gustavo Sarkis, creative directors; Doug Menezes, associate creative director; Brian O’Rourke, director of production; Guia Iacomin, executive producer; Stephanie Dziczek, sr. producer; Lucy Plunk, producer; Kathleen Ackel, associate producer. Production Superprime Rick Famuyiwa, director; Roger Zorovich, exec producer/head of production; Salli Zilles, producer; Sally Hanson, production supervisor; Rhonda Raulston, 1st AD; Enrique Chediak, DP. Editorial Rock Paper Scissors David Brodie, editor; Patrick Tuck, assistant editor; Dina Ciccotello, producer; Helena Lee, exec producer. VFX Eight VFX Shira Boardman, Baptiste Andrieux, exec producers; Juliet Tierney, head of production; JeanMarc Demmer, creative director; Philip Ineno, VFX supervisor/Flame lead; Fred Hopp, CG lead; Benjamin Dupin, CG artist; Evan Kantor, Ryan Dahlman, coordinators. Postproduction The Mill Adam Scott, colorist; Thatcher Peterson, exec producer; Diane Valera, color producer. Sound Design/Audio Post 740 Sound Chris Pinkston, A. Josh Reinhardt, sound designers; Stephen Dickson, mixer; Scott Ganary, exec producer; Jeff Martin, sound design producer; Geena Richard, associate producer of mix. Music Song: “Young At Heart” performed by Jimmy Durante. Rhino Entertainment Group, master licensing. Carolyn Leigh, Johnnny Richards, composers. MPL Communications Inc,. publishing; MEGA Inc., music licensing; Danny Socolof, founder; Madeline Adami, VP of licensing.

Category of ScreenWork: 


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