GATORADE
HIT THE TWITCH
WORKING on Fast Twitch, Gatorade's pre-workout kinetic liturgy disguised as a 30-second spot, WAS a jittery, exhilarating liminal space where the visual language had to become energy, not just suggest it. "Hit The Twitch" was a directive: compress anticipation into action, action into after-burn.
Every cut and colour was a moral decision about tempo and the aesthetics of readiness. THE GRAPHIC TREATMENT THROUGHOUT HAD TO HAVE A RHYTHM TO IT, WHICH IMITATES THE FEELING OF GETTING PUMPED BEFORE WORKING OUT.
Agency: AKCELO, SYDNEY
Creative director: LOU MCQUAT
Art director/designer: Charles BIgnell
Copywriter: YASH MURTHY