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Gatorade Spot Shows the World How Usain Bolt Made History By Defying It

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TBWA\Chiat\Day celebrates star sprinter in latest tribute film

Gatorade Spot Shows the World How Usain Bolt Made History By Defying It

Gatorade’s latest tribute film from TBWA\Chiat\Day celebrates the magnitude of Bolt’s achievements by reimagining his legacy as the true force of nature that it really was. In addition to the film, Gatorade worked with London- and Cape Town-based art collectives, ilovedust and BEWILDER to create 41 unique pieces of art, each representing a milestone in Usain’s career correlated to the 41 historic steps Usain Bolt took in his world record–breaking 9.58- second 100m race.

The pieces will live online as another first-of-its-kind digital flip book, giving users the chance to swipe through each piece quickly to animate Usain’s historic run.

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Media Agency

Media Agency: OMD

Post Production / VFX

Creative Director: John Price

Executive Producer: Matt McManus

Flame: Nick Tayler

Flame Assist: Jim Gomez

Post Production Company: Carbon

Producer: Devon Irete

VFX Supervisor: Mat Stevens

Production Company

Director: Roman Rütten

DOP: Nic Restrepo

Executive Producer: Peter Repplier

Production Company: 1st Ave Machine

Line Producer: Dan Marcus

Digital Production Company

Colourist: Shane Reed

Experiential Producer: LaRue Anderson

Producer: Caitlin Forrest


Audio Post Production: Matt Miller @ Lime

Composer: Guy Amitai and Eric Jan

Executive Producer: Susie Boyajan

Producer: Jonas Holst

Sound Design: Pivot Audio


Edit Assistant: Sam Perkins, Emma Platek

Edit Company: Whitehouse Post

Editor: Charlie Harvey

Executive Producer: Joni Williamson

Producer: Annie Maldonado

Creative Agency

Associate Producer: Erika Buder

Brand Director: Robyn Morris

Brand Manager: Brittany Luhrsen, Erin Moffett

Business Affairs Manager: Laura Drabkin, Ryan Lizama

Creative Agency: TBWA\Chiat\Day LA

Director of Production: Brian O’Rourke

Executive Producer: Guia lacomin

Managing Director: Jerico Dig Cabaysa

Planning Director: Scott MacMaster, (Group) Martin Ramos, Abigail Weintraub

Senior Art Director: Paulo Cruz, Ben Tolbert

Senior Copywriter: Chris Juhas


Chief Creative Officer: Renato Fernandez

Genres: People, Dialogue

Categories: Energy Drinks, Soft Drinks

TBWA\Chiat\Day LA, Mon, 07 Aug 2017 10:44:03 GMT