Gatorlyte // Up Your Game

Gatorade wanted a product-forward campaign to launch Gatorlyte, a drink that rehydrates after intense sweating. The challenge was creating an ad that was both product-forward and entertaining. We turned dehydration into a visual moment, showing people “glitch” like video game characters in real life.

We got in right as this bizarre social TikTok trend took off.

Created at TBWA/CHIAT/DAY

Creative Director with Malu Lara

Partners: Reset Content/ Henry Schofield, Company3/Tom Poole, Carte/Ellie Johnson and The Mill.