G Active [video] by TBWA\Chiat\Day Los Angeles for Gatorade

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G Active [video]

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Industry Soft Drinks
Media Ambient, Design & Branding
Market United States
Agency TBWA\Chiat\Day Los Angeles
Chief Creative Officer Renato Fernandez
Associate Creative Director Bruno Acánfora, Ariel Abramovici
Production Unit 9 USA
Released December 2016

Awards

Cannes Lions 2017
Digital Craft Form: Image; Sound; Aesthetic: Video / Moving Image Gold Lion

Credits & Description

Title: G Active | Gatorade
Agency: Tbwa\Chiat\Day
Brand: Gatorade
Country: USA
Entrant Company: Tbwa\Chiat\Day, Los Angeles
Advertising Agency: Tbwa\Chiat\Day, Los Angeles
Media Agency: Omd Usa, Chicago
Production Company: Tbwa\Chiat\Day, Los Angeles / Union Editorial, Los Angeles / Lime Studios, Santa Monica / Mpc La, Culver City / Unit 9, New York
Chief Creative Officer: Renato Fernandez (Tbwa\Chiat\Day Los Angeles)
Global Creative Director: Doug Menezes (Tbwa\Chiat\Day Los Angeles)
Associate Creative Director: Bruno Acanfora (Tbwa\Chiat\Day Los Angeles)
Associate Creative Director: Ariel Abramovici (Tbwa\Chiat\Day Los Angeles)
Executive Director Of Production: Brian Orourke (Tbwa\Chiat\Day Los Angeles)
Managing Director: Jerico Cabaysa (Tbwa\Chiat\Day Los Angeles)
Global Brand Director: David Mckenzie (Tbwa\Chiat\Day Los Angeles)
Global Brand Manager: Gabi Marino (Tbwa\Chiat\Day Los Angeles)
Group Planning Director: Scott Macmaster (Tbwa\Chiat\Day Los Angeles)
Global Planning Director: Martin Ramos (Tbwa\Chiat\Day Los Angeles)
Production Company: Unit9 Films
Advertiser / Brand: Gatorade
Camera, Lighting, Grips: Arri Rental
Editorial: Union Editorial
Visual Effects Company: Mpc London
Color: Mpc La
Music/Sound Company: Lime
Motion Control Camera Rig: Mark Roberts Motion Control
Special Effects: Machine Shop
Media Agency: Omd
Chief Creative Officer: Renato Fernandez
Global Creative Director: Doug Menezes
Associate Creative Director: Ariel Abramovici
Associate Creative Director: Bruno Acanfora
Executive Director Of Production: Brian Orourke
Executive Producer: Guia Iacomin
Associate Producer: Kathleen Ackel
Managing Director: Jerico Dig Cabaysa
Global Brand Director: David Mckenzie
Global Brand Manager: Gabi Marino
Group Planning Director: Scott Macmaster
Global Planning Director: Martin Ramos
Composer: Chris Banks
Sound Designer: Pedro Bromfman
Execution:
In order to pull this off, Gatorade created an intricate water rig from scratch, using mostly custom parts. The rig releases thousands of millimetric G-Active droplets in a millisecond forming a 3-D character. This rig is synchronized with a lighting system, which is also synchronized with a large-format digital camera that captures the frames and generates a stop-motion animation of this human-like water character coming to life. It was all done for real, with no tricks.
Campaign Description:
To introduce Gatorade’s new active water to the world, we developed a completely new technology capable of generating a visual and literal representation of an active water. The ingenious installation combines art, photography and science to synchronize tiny droplets of G-Active so that together they form a character that jumps, runs and even kicks a punching bag. The end result is both stunning and quite poetic."Making Water Active" is a video where we show our audience how we were able to pull it off.