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Vulnerability
To me what’s provocative is capturing the quiet pain an athlete goes through – what’s in their minds after 10 straight hours of training when their muscles are aching. I’ll capture that effort for greatness through raw footage and moody lighting. We feel their heavy breathing, endless training, out of breath exhaustion, intense pain that almost brings them to tears, the disappointment, the triumph as they copy a move and then find their own way to do it. That fierceness will be balanced with quieter moments. We’re not just voyeurs, we’re in the training process with them as the camera dives into the truth of what it means to strive for greatness.
The Animation
The animation will represent the inner workings of the player. How they process a play, how they strategize. This is the raw real truth of how Gatorade fuels athletes. This thought process will come to life - animated and drawn out, diagrammed and detailed - these details will play out over the live action image of the athlete in motion to reflect all the thoughts and physical process that gets them to great. The animation will take us into the emotions of being in ‘The Zone.’ We’re in the middle of this euphoric rush of all the effort, determination and mental process as it takes over. The articulations of heart rate, the inner workings of the body as all the muscles fuse together with each shift the body makes. We'll see Neymar running sprints while the animation shows his heart rate spiking and the thoughts running through his head diagrammed out. The animation will dive us into that intimacy of what it means to be an athlete. It’s a clever overlay connecting us to the emotions and bringing clarity to each step in the journey. Ultimately it will be provocative, ownable to Gatorade and immediately recognizable.