HIT THE TWITCH

WORKING on Fast Twitch, Gatorade’s pre-workout kinetic liturgy disguised as a 30-second spot, meant existing in a jittery, exhilarating liminal space where visual language had to not just suggest energy, but become it. “Hit The Twitch” wasn’t just a line, it was a directive to compress anticipation into action, action into after burn.

Every cut, coloUr, and kinetic twitch was a moral decision about tempo, urgency, and the psychotropic aesthetics of readiness. Akcelo’s hive-mind hum, WITH US, THE GATORADE CLIENT, AND THE chaos, all pulsed. And my job, weirdly,
was to make the twitch feel like truth.