Work Responsive image About

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The Unlock

The 24/7 Athlete

Whether at the gym, class or at home… athletes never stop being athletes.


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The Concept

Your Game is Our Lab

Show how Gatorade is studying the best and developing products that combine tech, science and nutrition to fuel athletes around the clock. Even while they're sleeping.

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Our Lab

Athlete Beta Stories

Four world-class pros. Four in-development beta products.

The wide, anamorphic format was displayed across large screens at different Gatorade activations and experiences throughout the year.

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Mobile Experience

A Facebook canvas and mobile-optimized experience utilizing video, photography and graphics allowed for more lightweight beta stories for athletes on-the-go.

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Media

Pixelman

For rich media and social, we also wanted to drive home the "Your game is our lab" innovation message with an even simpler Pixelman visual

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Our Pixelman Twitter Scratchreel revealed that year’s ESPN Body Issue cover athlete, Dwyane Wade

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