GATORADE ART DIRECTION CASE STUDY_

Coinciding with Gatorade's company-wide rebranding, Fuse worked to deliver a multifaceted brand strategy for Gatorade's launch into action sports spanning print, web, video, public relations and events. The “Labor of Love" ad campaign further spotlighted these efforts by providing a 360 degree look at Gatorade’s action sports athletes. The campaign gave a behind the scenes glimpse into the athlete’s background and showcased the photographers and filmers who captured them. Fuse was responsible for art direction, campaign photography and video shoots, and producing all final print, video and web content in 2009.

The “Labor of Love” campaign was also present at key action sports events where Gatorade artwork was incorporated into event presence with signage, tents, promotional items, softgoods, and awards. The campaign has won accolades from the client, industry insiders and media.


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