Challenge
Reassert Gatorade’s relevance in a category increasingly dominated by “clean” hydration narratives and functional competitors.
Idea
Reclaim Gatorade’s performance credentials with a simple, confident positioning: water is fine for everyday life — but it wasn’t made for elite performance. The campaign reframed Gatorade as purpose-built fuel, not just hydration.
Role
Creative lead from early stage strategy, ideation, scripting, and rolling out the platform to ensuring the idea landed with clarity, confidence and consistency across channels.
