Agency: TBWA Sydney Client: Gatorade Media: Digital & Print Approach: Full CGI
We are excited to showcase this project with Gatorade for the launch of their new drink, G-Active Electrolyte Water. We teamed up with TBWA who employed our expertise in CGI and advanced water simulation technology to bring their Frozen in Time concept to life. G-Active puts back what sweat takes out, replacing essential electrolytes plus added B-Vitamins without any sugar. Therefore, the concept and imagery was to encapsulate the power of the hydrating liquid while allowing the bottle and product details to shine through.
Working closely with TBWA, we came up with the solution of intertwining a ‘panning’ camera movement, the frozen water simulation, with the product rendered to perfection, to create animation and key visuals for a captivating social media campaign. The use of CGI in this project allowed for greater creative freedom and flexibility, as well as providing a more efficient and cost-effective solution compared to a traditional water shoot.
