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Element 79 Graphs Gatorade

Published on .

Gatorade takes on water head-to-head.
Over the weekend, Chicago's Element 79 Partners broke a new commercial for Gatorade that takes its inspiration from the motion studies of nineteenth-century photographer Eadweard Muybridge, who used trip wires to capture the movement of humans and horses. Similarly "Chemistry" tracks two athletes -- one drinking water, the other Gatorade -- as they race each other across a graph, trailing data behind them. The spot was directed by Serious Pictures' Ivan Bird -- who served as DP on Jonathan Glazer's Sexy Beast -- with effects provided by The Mill in London.
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