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Gatorade Spot Shows the World How Usain Bolt Made History By Defying It

TBWA\Chiat\Day celebrates star sprinter in latest tribute film

Gatorade Spot Shows the World How Usain Bolt Made History By Defying It

Gatorade’s latest tribute film from TBWA\Chiat\Day celebrates the magnitude of Bolt’s achievements by reimagining his legacy as the true force of nature that it really was. In addition to the film, Gatorade worked with London- and Cape Town-based art collectives, ilovedust and BEWILDER to create 41 unique pieces of art, each representing a milestone in Usain’s career correlated to the 41 historic steps Usain Bolt took in his world record–breaking 9.58- second 100m race.

The pieces will live online as another first-of-its-kind digital flip book, giving users the chance to swipe through each piece quickly to animate Usain’s historic run.


Chief Creative Officer : Renato Fernandez

Creative Agency

Senior Copywriter: Chris Juhas

Senior Art Director: Paulo Cruz, Ben Tolbert

Planning Director: Scott MacMaster, (Group) Martin Ramos, Abigail Weintraub

Managing Director: Jerico Dig Cabaysa

Executive Producer: Guia lacomin

Director of Production: Brian O’Rourke

Creative Director: Mark Peters, Doug Menezes

Creative Agency: TBWA\Chiat\Day LA

Business Affairs Manager: Laura Drabkin, Ryan Lizama

Brand Manager: Brittany Luhrsen, Erin Moffett

Brand Director: Robyn Morris

Associate Producer: Erika Buder

Digital Production Company

Producer: Caitlin Forrest

Experiential Producer: LaRue Anderson

Colourist: Shane Reed

Media Agency

Media Agency: OMD

Music and Sound

Sound Design: Pivot Audio

Producer: Jonas Holst

Executive Producer: Susie Boyajan

Composer: Guy Amitai and Eric Jan

Audio Post Production: Matt Miller @ Lime


Producer: Annie Maldonado

Executive Producer: Joni Williamson

Editor: Charlie Harvey

Edit Company: Whitehouse Post

Edit Assistant: Sam Perkins, Emma Platek

Post Production / VFX

VFX Supervisor: Mat Stevens

Producer: Devon Irete

Post Production House: Carbon

Flame Assist: Jim Gomez

Flame: Nick Tayler

Executive Producer: Matt McManus

Creative Director: John Price

Production Company

Production Company: 1st Ave Machine

Line Producer: Dan Marcus

Executive Producer: Peter Repplier

DOP: Nic Restrepo

Director: Roman Rütten

Category: Energy , Soft drinks

Genre: Dialogue , People