Summary
Gatorade’s ‘Declare’ Inspires Athletes to ‘Win From Within’
With all the high-end accoutrements of competitive sports, it's
no wonder athletes sometimes forget what they put into their bodies
is just as important as what they put on. In Gatorade's "Declare",
a TV spot in TWBA/Chiat/Day L.A.'s new integrated marketing
campaign for the brand, we observe a full gamut of world class
athletes pushing themselves to their limits. And it is Gatorade
that makes the difference in their performances, allowing them to
"Win From Within."
Smuggler's Jaron Albertin directed the inspirational "Declare",
with The Mill L.A. handling VFX and Telecine. The spot was shot on
16mm and the ARRI Alexa. Billy Higgins, our VFX Supervisor/Lead 2D
Artist, notes that all the footage of runner Usain Bolt was shot in
Jamaica on the Alexa. "I then made that Alexa footage match the
16mm by putting a treatment on the film in the Flame," Higgins
explains. "Other FX in the spot include adding crowds to soccer
stadiums and changing jersey colors and footwear colors to match
from scene to scene."
Head of Telecine Adam Scott was tasked with matching the Alexa
shots to the 16mm shots of the rest of the commercial. "[The
creatives] Brent and Steve wanted the spot to have a documentary
feel," Scott says. "So my objective in the grade was to get the
best natural look out of what was there. That meant grading the
Alexa shots to match the original 16mm film."
The cross-section of sports vignettes culminates with a bolt and
flash bursting from Usain Bolt's chest. "It was my favorite scene,"
Higgins says, "shot at 120 fps on the Alexa and ARRI's new Alexa
Plus camera. "We added the 16mm look and color treatment as well as
crowd and camera flashes. Our Lead Designer Tom O'Neill created the
end graphics with the bolt bursting out of Usain's chest that
transitioned to the tag 'Win From Within'. It was a great
collaboration with our Design department and a very efficient way
to add different designs very quickly."
Gatorade "Declare" also marks The Mill's most recent project with
TBWA/Chiat/Day in what is a longstanding relationship with the
agency. "We worked with a great agency team-Jayanta, Steve, Brent,
Molly and Sarah-who we've worked with many times before," Higgins
concludes. "That shorthand made the process a pleasure!"
Check out the Mill on: