Challenge:
Wknhrs, an agency based in Los Angeles, approached me to conceptualize and direct a series of videos for the new Powerade campaign. The goal was to raise awareness of the enhanced formula, which contains 50% more electrolytes—"That's Mad!" They requested content that was punchy, energetic, and infused with underground vibes, showcasing a striking contrast.
Strategy:
The idea I presented was "It's time for madness" and it was based on their core concept and positioning "From the underestimated to the undeniable". So I thought, what if a normal scene, with nothing special, in a dark environment comes to life when the new formula and all those electrolytes transform a shot, a hit, a score into something mad and bright, full of energy and flavour? This way, instead of explaining what means "50% electrolytes", we simply show it as more scores, more wins, more energy, more light in the darkness, more magic, more madness.
So a series of 3 videos, for basketball, American football and soccer was made under my direction. I worked on the concept, storyboards, and then the art direction for the styleframes (you can see this at the bottom) and finally the direction of all the animation and post. Considering the extremely tight budget and times, I am glad that, thanks to the lovely guys at Tactyc, we could pull this out on time and make the client happy.
Results:
Wknhrs, an agency based in Los Angeles, approached me to conceptualize and direct a series of videos for the new Powerade campaign. The goal was to raise awareness of the enhanced formula, which contains 50% more electrolytes—"That's Mad!" They requested content that was punchy, energetic, and infused with underground vibes, showcasing a striking contrast.
Strategy:
The idea I presented was "It's time for madness" and it was based on their core concept and positioning "From the underestimated to the undeniable". So I thought, what if a normal scene, with nothing special, in a dark environment comes to life when the new formula and all those electrolytes transform a shot, a hit, a score into something mad and bright, full of energy and flavour? This way, instead of explaining what means "50% electrolytes", we simply show it as more scores, more wins, more energy, more light in the darkness, more magic, more madness.
So a series of 3 videos, for basketball, American football and soccer was made under my direction. I worked on the concept, storyboards, and then the art direction for the styleframes (you can see this at the bottom) and finally the direction of all the animation and post. Considering the extremely tight budget and times, I am glad that, thanks to the lovely guys at Tactyc, we could pull this out on time and make the client happy.
Results:
The campaign launched across the US and Canada, quickly amassing over 1 million views within the first week of release. The videos were well-received across social media and digital channels, standing out as some of the most groundbreaking animated assets in Powerade’s marketing history. The content remains live today, continuing to engage audiences with its innovative blend of 3D animation and dynamic storytelling.
