LOVE MEANS EVERYTHING
Client: Gatorade
Year: 2022
Upon the news that Serena Williams would soon announce that she would step away from professional courts, Gatorade asked us to think of a campaign to honor her legacy and their long lasting partnership.
This ode started with a Vogue ad inside Vogues September issue and escalated into a film - narrated by her longtime friend Beyoncé. The film debuted one day before the beginning of the US Open what would be Serena’s last tournament as a pro.
My role: creative lead, copywriting and creative production.
Partners: Believe Media, Jake Nava, Barking Owl, Method Media, Lost Planet and Heavy Duty.
Serena Williams showed the world what a proud black woman who loves herself can achieve.
Her trajectory that started in Compton, at love, is one that inspired girls from all the corners of the world. This insight has informed all the creative around the tribute to Serena.
If you are paying attention to the film (and have been paying attention to Serena’s journey) you will notice multiple easter eggs that nod to some of the most iconic moments of the star - on and off court. From her humble beginning, to her controversial stands as well as to her passion for fashion.
Beyond the film, Gatorade changed its logo - for the first time in the brand’s history. The famous G bolt was turned into a S bolt - that remained in all brands social channels for the entire US Open. A special edition of squeeze bottle and towels was distributed.
