The Ask: Bring back Gatorade’s iconic tagline “Is It In You?” with a new era of sports stars.

The Story: It’s not everyday that you get to work on one of the biggest sports brands in the world, and even more rare to have the opportunity to create the largest 360 campaign in brand history. However, the stars aligned in 2024 and I was lucky enough to work on the relaunch of Gatorade’s 25 year old “Is It In You?” tagline. I played a key role in the creative development from the first round of ideas all the way to the final product, and it was truly the most challenging yet rewarding campaign I’ve worked on to date. I might not have been around to see the first one in its hay day, but I am so glad I was here for the revival.

Made with: Mark Peters, Dez Marzette, Alex Bower, Jeff Lam, Evan Chiplock, Cameron Bell, Tammy Bai, Celestina Lucero, Trevor Alexander, + the rest of the Gato crew <3

The Work:

PRODUCT SPOTS:

A’JA WILSON FILM:

OOH:

IN THE WILD:

THE BEST PART OF THE WHOLE CAMPAIGN: