Lionel Messi and Jayson Tatum Star in Energetic Spots for Gatorade

Gatorade and 180 Amsterdam have teamed up with Adelphoi Music for not one, but, three conceptual films, based on the negative effects of hydration loss. In the hands of director, Jack Driscoll, each film transforms the debilitating effect of fluid loss into an imaginary world where the energetic drama of sports scaled up to a Herculean struggle. In one film, the protagonist’s 5-a side football game becomes exponentially more challenging at the hands of the world’s greatest striker, Lionel Messi; in another, an everyday run through urban space becomes an oneiric trudge through quicksand. The hydrating formula of Gatorade replenishes and refuels these athletes.

Bespoke music and sound design ties the three films together, while reflecting each one’s individual setting and character. A basketball film featuring Jayson Tatum references hip hop tropes, while the football film breaks down into an unstoppably danceable baile funk rhythm, reflecting its South American location. But despite their individual flavours, the tracks are formed from the same basis - sharing a tempo and key, a bass line crafted from the iconic Roland 808 kick, a bespoke three-note ‘stress’ pattern, and unique sound design assets that signal the transitions into and out of the dehydrated world – ensuring that each is a world unto itself but stamped with the unmistakable signature of Gatorade. 

Adelphoi’s head of production, Jonathan Watts said: "The challenge here was to craft a unique sound-world for each film, with the textures and tonalities reflecting their individual settings, while at the same time ensuring brand consistency through a careful use of shared sonic elements."

180Amsterdam EJ Galang comments: "Adelphoi did a great job at responding to a complex brief by coming up with three unique soundscapes that evoke their own environments while retaining unifying elements that tie them together."