As Co-Founder and Creative Lead for TBWA/CHIAT/DAY México, one of my first projects was introducing Gatorade’s global repositioning to my home country.
This 360º campaign ushered in Gatorade's global repositioning as G Series, across all media channels. I led the México City office in concepting, developing, and producing the launch campaign, collaborating with Adhemas Batista as graphics illustrator, and working closely with the global Gatorade team out of the L.A. office, ensuring consistency across all international markets.
We engaged Panamerican athletes from all major disciplines to be featured in our campaign, across film, print, and digital content. The campaign launched ahead of the Panamerican Games in México, and raised national sales by 9%.
Director: Carlos “Hari” Sama
Global CD: Jayanta Jenkins
CD: Carmen Love