Powerade Shines a Light on Mental Resilience of Athletes
When Powerade decided to launch ‘The Athlete’s Code,’ an initiative focused on mental health in sports, Let It Rip knew it was going to be something special. Partnering with Ogilvy NY and Coca-Cola? That was a huge honour - and a challenge we were eager to take on. This campaign aims to shine a light on the mental resilience athletes need and create a meaningful conversation around mental health in sports. From the start, we understood that this wasn’t just about showcasing physical feats; it was about highlighting the mental strength that fuels an athlete’s success.
At Let It Rip Pictures, we’re all about impactful storytelling. This campaign was our chance to do something meaningful, and with a global crew spanning from both coasts throughout Europe, South America and Africa, we made sure the message resonated worldwide.
Teamwork Across the Globe
Filming across multiple locations - San Diego, Rio de Janeiro, Atlanta - each with its own flavours, was for sure an amazing experience and logistic challenge. But with an incredible team and some true teamwork everything is possible, Tomek Kulesza, executive producer, shared, “Filming across multiple locations with tight deadlines isn’t a walk in the park. The secret? Clear communication and collaboration. Our team worked around the clock, juggling locations, schedules, and logistics, all while keeping the creative vision front and centre. It was all about staying flexible, and our team’s global experience made it happen.”
Although this type of project has its fair share of twists and turns, it keeps things exciting and gives us plenty of room to adapt and get creative. Working with the amazing team at Ogilvy NY really helped keep the team grounded throughout the process. The creative team - Caio, André, Ferra, Ali, along with Dena and Nathalie - were with us every step of the way, making sure every detail aligned with the campaign’s emotional and creative vision. Together, we ensured every element reinforced the campaign’s core message.
Athletes Sharing Their Truths
But at the heart of it all were the athletes themselves. ‘The Athlete’s Code’ is more than just showcasing their speed or strength; it’s about their journeys, struggles, and victories off the field. Working with Alex Morgan, Tatjana Schoenmaker, Linda Motlhalo, and Douglas Matera was truly a privilege. Their willingness to open up about their mental health struggles was inspiring, and it broke down barriers around the stigma of vulnerability.
Director Babak Khoshnoud shared, “We wanted these athletes to speak their truth, no filter. Mental health in sports often gets overlooked, and it’s time for that to change. These interviews weren’t just about storytelling - they were about real connections. Each athlete’s story added depth to the central message: mental toughness is just as important as physical strength.”
Making It Happen
Producing a campaign across two continents in a short period of time was no small feat, to say the least. As Tomek recalls, “This production was all about staying in sync. With teams spread across time zones, communication was key. Thanks to our local partners, we stayed ahead of the game, balancing creative needs with tight schedules. Every location got the attention it deserved, and it all came together beautifully.”
A Movement for Change
‘The Athlete’s Code’ is more than just a commercial - it’s a movement. It challenges the way we view mental health in sports and encourages everyone to prioritize it. The personal stories from these incredible athletes remind us all that being mentally strong is just as important as physical strength.
Being part of this project has been an unforgettable experience. Working alongside Ogilvy NY, Hogarth WW, and Coca-Cola has been a true creative journey, and we’re excited to see how this campaign sparks conversations and encourages people to share their own stories.
