Gatorade Film Fixation by TBWA\Chiat\Day Los Angeles

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Industry Soft Drinks
Media Film
Market United States
Agency TBWA\Chiat\Day Los Angeles
Chief Creative Officer John Norman
Associate Creative Director Renato Fernandez, Gustavo Sarkis, Guto Araki
Art Director Renato Fernandez, Guto Araki
Production MJZ
Director Rupert Sanders
Service Agency MPC
Released March 2013

Credits & Description

Top basketball player Kevin Durant has a nightmare in this latest Gatorade spot via TBWAChiatDay, Los Angeles.
Fixation is a win from within story about the relentless inner drive of athletes to be the best they can. Kevin Durant goes up against Dwyane Wade in a battle for who beats who on the way to the hoop. It was shot by Cannes Grand-Prix winning director Rupert Sanders and edited by 2-time-Oscar-winning Kirk Baxter.
"It's a true sports insight. The fear of being second makes you hungry to be first. It never ends" says John Norman, Chief Creative Officer of TBWAChiatDay LA.
Gatorade's 'Fixation' launches on network and cable tomorrow, March 27.
Category: Sportswear
Client: Gatorade
Agency: TBWA\Chiat\Day, Los Angeles
Production: MJZ
Country: United States of America
Chief Creative Officer: John Norman
Global Group Creative Director: Brent Anderson
Global Creative Director: Jayanta Jenkins
Associate Creative Director/Writer: Gustavo Sarkis
Associate Creative Director/Art Director: Renato Fernandez
Associate Creative Director/Art Director: Guto Araki
Executive Producer: Sarah Patterson
Producer: Katie Lambrecht
Assistant Producer: Garrison Askew
Executive Project Manager: Karen Thomas
Managing Director: Nick Drake
Group Account Director: Blake Crosbie
Global Account Director: Caroline Britt
Management Supervisor: Magdalena Huber
Global Management Supervisor: Chris Crockett
Account Supervisor: Kyle Webster
Global Account Supervisor: Catherine Fishback
Account Executive: Robyn Baker
Sports Marketing: Lexi Vonderlieth
Sports Marketing: Brynn Cameron
Group Planning Director: Scott MacMaster
Planning Director: Martin Ramos
Planner: Rebecca Harris
Junior Planner: Katie Acosta
Junior Planner: Matt Bataclan
Director of Business Affairs: Linda Daubson
Senior Business Affairs Manager: KK Davis
Talent Payment Manager: Vanessa Aniles
Traffic Manager: Jerry Neill
Production Company: MJZ
Director: Rupert Sanders
President: David Zander
Executive Producer: Kate Leahy
Producer: Laurie Boccaccio
Editorial: Rock Paper Scissors
Executive Producer: CL Weaver
Head of Production: Angela Dorian
Editor: Kirk Baxter
Post EFX: The Moving Picture Company
Executive Producer: Asher Edwards
Producer: Juliet Thierney
Supervisor: Paul OâShea
Music: Amber Music
Original Composition
Composer: Eugene Cho
Executive Producer: Michelle Curran
Sound Studio: LIME STUDIOS
Mixer: Rohan Young
Executive Producer: Jessica Locke
Sound Design: Barking Owl