Wednesday, May 23, 2018
You are here:

Top Spot of the Week: Jaci Judelson Directs Serena Williams To Kick Off Gatorade's #SistersInSweat Campaign


Robert Goldrich
Wednesday, Nov. 22, 2017


Log in or register now!

Jaci Judelson of Tool directed this emotionally moving film kicking off Gatorade’s #SistersInSweat campaign from TBWA\Chiat\Day. Starring Serena Williams holding her recently born baby girl (actually a double for her baby), the piece shows the tennis superstar imparting an important message to her child: “I won’t mind if you play tennis badly. I won’t mind if you never choose to pick up a racket,” she says. “But I beg you in this game of life please keep playing.” 

The film points out the importance of sports in a person’s development, teaching teamwork, self-sacrifice, instilling a strong work ethic. The campaign also highlights other successful women, such as CEO and designer Tory Burch, actress Allison Williams, YouTube executive Susan Wojcicki and Teen Vogue editor-in-chief Elaine Welteroth, all who have participated in various sports teams in their youth. 


Client Gatorade Agency TBWA\Chiat\Day Mark Peters, Kirsten Rutherford, creative directors; Stephanie Johnson, art director; Paula Henzel, copywriter; Ian Mitchell, producer. Production Tool of North America Jaci Judelson, director; Brad Johns, exec producer; Oliver Fuselier, Dustin Callif, managing partners/exec producers. Editorial Whitehouse/Carbon Chris Murphy, editor; Jennifer Mersis, editorial producer. Music “Girl On Fire” by Alicia Keys  Pivot Audio, West Hollywood, Calif. Neil Devlin, Jonas Holst, executive producers; Guy Amitai, music producer; Roma Otto, arrangement; Lawrence Horne, sound designer; Dana Winter, vocals.


Category of ScreenWork: 
Media Type: 


<iframe width="560" height="349" src="" frameborder="0" allowfullscreen></iframe>


<iframe width="640" height="390" src="" frameborder="0" allowfullscreen></iframe>


<iframe width="853" height="510" src="" frameborder="0" allowfullscreen></iframe>


<iframe width="1280" height="750" src="" frameborder="0" allowfullscreen></iframe>
Log in or register now!
Log in or register now!

Recent SHOOT News Stories

Wednesday, May. 23, 2018

CBS is finishing another television season atop the television ratings,...

Wednesday, May. 23, 2018

Colleen DeCourcy, chief creative officer, Wieden+Kennedy, is serving back...

Tuesday, May. 22, 2018

Directorial trio JEAN has joined L.A.-based Community Films for U.S...

Tuesday, May. 22, 2018

Despite high-profile Oscar wins for art house films like "Call Me By Your...

Tuesday, May. 22, 2018

Cannes Lions will host a two-day “Change for Good” Hackathon, to be held...

Tuesday, May. 22, 2018

Fifty years after filmmakers shut down the Cannes Film Festival, the...

Recent SPW Releases

Monday, May. 21, 2018

A story steeped in legacy meets the culture of now in the striking new...

Tuesday, May. 22, 2018

The 2018 Toyota Tacoma is truly the truck of “play.” To celebrate, Toyota...

Tuesday, May. 22, 2018

A Common Thread’s Eli Green has directed a new campaign for boutique...

Monday, May. 21, 2018

Ancient culinary secrets blend with Zen wisdom in an intriguing new food...

Monday, May. 21, 2018

The Academy of Motion Picture Arts and Sciences is pleased to announce a...

Monday, May. 21, 2018

Cannes Lions, the International Festival of Creativity, has today...