Gatorade Evoluciona & New Line 3 Series campaigns
Digital illustration for the Gatorade Fuel Forward and Gatorade Global G Series advertising campaigns.
A champion is someone who gets up when he can't.
— Jack Dempsey
This year, I had the joy of collaborating with a great team of creative people. TBWA\Chiat\Day, the agency managing the Gatorade account for PepsiCo, hired me to create illustrations for 2 worldwide campaigns for the #1 sports drink. Working with these guys was a pure pleasure. We tried to push it to the limits, and I would probably need to cover a whole mile of web space to present all the work we have done.
Two different campaigns were running in parallel. The first would cover the Latin American and Hispanic market, and the second would be a global campaign.
Let's have a quick look at the look and feel of the two campaigns: First, the Gatorade Evoluciona...
...and then the Gatorade Global G series:
Gatorade Evoluciona
For the Gatorade Evoluciona, we wanted to create an atmosphere that incorporates solid ethical elements coming from primitive cultures. We wanted to celebrate the rich cultures of the populations living in Latin America. At the same time, we wanted to modernize them and project them into the future. A series of patterns inspired by the African and South American heritage has been combined with fractals and Op Art symbols. Athletes were chosen based on the country where the media was placed. The goal was to visually communicate the relationship between the product's ingredients and the athletes who drink them.
Usain Bolt illustration
Usain is the fastest man on Earth. The Jamaican sprinter is a five-time World and three-time Olympic gold medalist. He is the world record and Olympic record holder in the 100 meters, the 200 meters, and (along with his teammates) the 4×100 meters. Usain played a major role in the whole campaign.
We created two illustrations with him for the "Evoluciona" campaign. The first was more universal and the second more Jamaican. I am not sure which one I prefer...
El Canelo portrait:
Saúl Álvarez is the undefeated Mexican boxer and the current WBC Light Middleweight champion. I particularly liked his noble face and his smile. I dedicated all my cinnamon (canelo in Spanish)- related colors, adding some extra green and red accents to highlight Mexican origin and pride.
Israel Castro illustration:
Israel has been the captain of Pumas Unam, the Champions of the Mexican Primera Division. He also plays for the Mexico national football team. I created probably more than 10 different versions and compositions of him and the ball. We have finally chosen this one that gives a more golden aura to the soccer player.
Israel Castro, golden mosaic
Paulo Henrique Ganso art:
Paulo Henrique Ganso (the Goose) is the new #10 of the Brazilian national football team. That's probably the greatest achievement for a footballer. He is playing for Santos, and he really rocks. The mosaic illustration for Ganso is probably my favorite of the series. I liked the pose and enjoyed playing with the ball's energy.
Paulo Henrique Ganso in motion
César Cielo portrait:
Swimming may not be as popular as soccer in Brazil, but this is probably why César Cielo's message is precious. César is the most successful Brazilian swimmer in history, having won two Olympic medals, four World Championship gold medals, and breaking a world record in a span of one year. He is also the current world record holder in the 100-meter and 50-meter freestyle.
I played with the antithesis of warm and cold colors in this illustration, underscoring the power and joy of the victory.
César Cielo swimming mosaic
Michael Jordan portrait
We are talking about the legend. The guy is Gatorade's favorite athlete of the last 20 years, starring in legendary campaigns like "Be like Mike" or the "Gatorade color sweat".
I experimented with many versions of this one, aiming to create something with fewer colors than the rest of the series but with more historical references.
Michael Jordan Gatorade art
Clarivet Yllescas illustration:
Clarivet is an amazing volleyballer from Peru. A real champion from Latin America. I wanted to create a butterfly shape for her, picturing her flying.
Clarivet Yllescas
Falcao Gatorade mosaic:
Radamel Falcao: Another real legend from Latin America. I wanted to picture the Colombian soccer star in a celebratory shot full of energy and passion.
Radamel Falcao mosaic
Greivis Vásquez illustration:
A great Venezuelan basketballer. Emphasis is given to the ball.
Greivis Vásquez basketball art
Oswaldo Vizcarrondo mosaic
One of the best Latin American soccer players is Oswaldo Vizcarrondo from Venezuela. Strong warm hues and flying fractals around the body.
Oswaldo Vizcarrondo in motion
Christian Benitez art illustration
Christian Benitez, aka El Chucho, the great Ecuadorian footballer, is depicted in strong, warm, energy-filled hues. Another illustration relating the athlete to a flying animal.
Christian Benitez Ecuador mosaic
Claudio Pizarro illustration
One of the best strikers in European stadiums, Peruvian Claudio Pizarro, is pictured in his Werder Bremen kit.
Claudio Pizarro Gatorade mosaic
The Bottles illustration:
The bottles have to be treated almost like athletes for the campaign. This is the orange one.
Gatorade Evoluciona orange bottle
Gatorade Evoluciona orange bottle
Some of the Applications:
To all TBWA\Chiat\Day and PepsiCo people involved in this project.
Jayanta Jenkins, Dogan Dattilo, Debra Rosen, Ana Molinar, Hillary Co, and all others I haven't had the pleasure of meeting in person. Thank you, guys.
To all of you visiting and leaving feedback.
Thanks!
