Gatorade

Gatorade's "Inner Strong" campaign explores the thoughts of some of the greatest athletes in the world and how they overcome obstacles. For our part we were asked to create an animated journey into the mind of basketball phenomenon Hansel Emmanuel.

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We used an audio interview with Hansel to guide our storyboarding process.

His description of consciousness as an obstacle to maintaining focus immediately stood out: "You have to fight with your conscience, because that is the most difficult thing. Your consciousness."

After exploring multiple metaphors we decided to depict Hansel's concentration as a continuous line that is bent or distorted during moments of stress.

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To create the feeling of a complex and dimensional inner world we utilized a variety of animation techniques ranging from traditional 2D animation, collage, and stop motion. We even found ourselves spray painting an anatomical model of a human heart in gold — an Unlimited Time Only first.

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Credits

Unlimited Time Only

Illustration, Storyboarding, Animation

Swift

Creative Direction, Campaign

Helio Sound

Sound Design, Audio Mastering