GATORADE
HIT THE TWITCH
Working on Fast Twitch, Gatorade's pre-workout kinetic liturgy disguised as a 30-second spot, was a jittery, exhilarating liminal space where the visual language had to become energy, not just suggest it. "Hit The Twitch" was a directive: compress anticipation into action, action into after-burn.
Every cut and colour was a moral decision about tempo and the aesthetics of readiness. The graphic treatment throughout had to have a rhythm to it, which imitates the feeling of getting pumped before working out.
Agency: Akcelo, Sydney
Creative director: Lou McQuat
Art director/designer: Charles BIgnell
Copywriter: Yash Murthy