Usain Bolt's Fears Give Way to Joy in Gatorade's Uplifting Olympics Tale
TBWA/Chiat/Day L.A. and Moonbot Studios Team Up on Animated Film About Fastest Man's Rise
Editor's Pick
As world's fastest man Usain Bolt prepares to make a three-peat of his wins in both the 100m and 200m races at the 2016 Summer Olympics in Rio, Gatorade has debuted this inspiring animated film chronicling the athlete's rise -- and the light-hearted approach that's helped him along the way.
TBWA/Chiat/Day Los Angeles teamed with Oscar-winning animation shop Moonbot Studios ("The Fantastic Flying Books of Mr. Morris Lessmore" ) and directors Limbert Fabian and Jake Wyatt to deliver the tale. It begins with Bolt's childhood in Jamaica, when he was a young student sprinting his way to and fro, not even letting a grumbling stomach get in his way of beating an older, more trained runner in an impromptu race.
The story moves on to his days as a junior competitor, highlighting a moment when he's struck by a bout of the butterflies and the anxiety that comes with representing his country. But those all fall away when his mother reminds him, "You can always go faster when you keep it light." It's then that we see the Bolt we know today, an athlete who always seems to project a carefree joy when he's in the heat of competition.
See more of how the film was made in the Behind the Scenes video.
Credits
- Date
- Jul 20, 2016
- Brand :
- Gatorade
- Client :
- Gatorade
- Agency :
- TBWA/Chiat/Day-Los Angeles
- Production Company :
- Moonbot Studios
- Senior Vice President, General Manager :
- Brett O'Brien
- Senior Director, Consumer Engagement :
- Kenny Mitchell
- Director, Digital Strategy :
- Jeff Miller
- Digital Media Manager :
- Abhishek Jadon
- Senior Director, Sport and Athletic Services :
- Jeff Kearney
- Sports Marketing :
- Kyle Grote
- Sports Marketing :
- Aminah Charles
- Chief Creative Officer :
- Brent Anderson
- Executive Creative Director :
- Renato Fernandez
- Creative Director :
- Mark Peters
- Senior Copywriter :
- Cyrus Coulter
- Senior Art Director :
- Paulo Cruz
- Director, Production :
- Brian O'Rourke
- Executive Producer :
- Guia Iacomin
- Senior Producer :
- Stephanie Dziczek
- Producer :
- Cristina Martinez
- Print Producer :
- Gabriella Nourse
- Art Producer :
- Gabrielle Sirkin
- Managing Director :
- Jerico Cabaysa
- Brand Director :
- Robyn Morris
- Brand Manager :
- Erika Buder
- Associate Brand Manager :
- Theo Kirkham-Lewitt
- Group Planning Director :
- Scott MacMaster
- Global Planning Director :
- Martin Ramos
- Planning Director :
- Abigail Weintraub
- Creative Planner :
- Matt Bataclan
- Business Affairs Director :
- Linda Daubson
- Music :
- South
- Sound Design and Mix :
- 740 Sound
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