We were tasked with launching Gatorade’s new athletic energy drink, Fast Twitch, during the busiest media week of the year - Super Bowl. Lacking a multi-million dollar, big game commercial, we had to get clever with our approach.

In efforts to gain immediate visibility, we enlisted two NFL icons known for their high-energy personalities: J.J. Watt (for being retired during that week) and DK Metcalf (famous for his one-hand ball catch) and created two (un)believable Instagram videos that sparked the conversation among every NFL fan.

Our videos got picked up by websites and social accounts everywhere, including NBC Sports, CBS Sports, LAB BIBLE, New York Post, House of Highlights, Bleacher Report, ESPNZone, Fox Sports, and TMZ among many others.

We created a Social Pop-up Content Machine Experience around the Super Bowl in collaboration with top NFL, WNBA, boxing athletes and some of the most relevant content creators in culture, to create more (un)believable content and catapult Fast Twitch, to the market.

And with all these successes this campaign also was shortlisted in the One Show awards under the social media category.

ART DIRECTOR