Gatorade & TBWA\Chiat\Day LA Launch 'Fixation'

Fixation is a win from within story about the relentless inner drive of athletes to be the best they can. Kevin Durant will go up against Dwyane Wade in a battle for who beats who on the way to the hoop. It was shot by Cannes Grand-Prix winning director Rupert Sanders and edited by 2-time-Oscar-winning Kirk Baxter.

 

 

"It's a true sports insight. The fear of being second makes you hungry to be first. It never ends" says John Norman, Chief Creative Officer of TBWA\Chiat\Day LA.

 

Credits

 

Agency: TBWA\Chiat\Day

 

Client: Gatorade

 

Chief Creative Officer: John Norman

Global Group Creative Director: Brent Anderson

Global Creative Director: Jayanta Jenkins

Associate Creative Director/Writer: Gustavo Sarkis

Associate Creative Director/Art Director: Renato Fernandez

Associate Creative Director/Art Director: Guto Araki

 

Executive Producer: Sarah Patterson

Producer: Katie Lambrecht

Assistant Producer: Garrison Askew

Executive Project Manager: Karen Thomas

 

Managing Director: Nick Drake

Group Account Director: Blake Crosbie

Global Account Director: Caroline Britt

Management Supervisor: Magdalena Huber

Global Management Supervisor: Chris Crockett

Account Supervisor: Kyle Webster

Global Account Supervisor: Catherine Fishback

Account Executive: Robyn Baker

Sports Marketing: Lexi Vonderlieth

Sports Marketing: Brynn Cameron

 

Group Planning Director: Scott MacMaster

Planning Director: Martin Ramos

Planner: Rebecca Harris

Junior Planner: Katie Acosta

Junior Planner: Matt Bataclan

 

Director of Business Affairs: Linda Daubson

Senior Business Affairs Manager: KK Davis

Talent Payment Manager: Vanessa Aniles

Traffic Manager: Jerry Neill

 

Production Company: MJZ

Director: Rupert Sanders

President: David Zander

Executive Producer: Kate Leahy

Producer: Laurie Boccaccio

 

Editorial: Rock Paper Scissors

Executive Producer: CL Weaver

Head of Production: Angela Dorian

Editor: Kirk Baxter

 

Post EFX: The Moving Picture Company

Executive Producer: Asher Edwards

Producer: Juliet Thierney

Supervisor: Paul O’Shea

 

Music: Amber Music

Original Composition

Composer: Eugene Cho

Executive Producer: Michelle Curran

 

Sound Studio: LIME STUDIOS

 

Mixer: Rohan Young

Executive Producer: Jessica Locke

 

Sound Design: Barking Owl