Powerade
We developed an evergreen campaign for Powerade to highlight its new formula with 50% more electrolytes. By combining surreal sports visuals with bold messaging, we created assets that work across sports and platforms year-round.
Highlighting a New Formula
Powerade wanted to highlight its new formula, now with 50% more electrolytes, in a way that felt fresh, disruptive, and sports-driven. The challenge was to move beyond a one-off March Madness tie-in and instead create evergreen content that could live year-round across basketball, soccer, and football. The campaign needed to balance bold visuals with clear product messaging and resonate with athletes and fans alike.
Turning Energy Into Visuals
We developed the creative platform “It’s Time for Madness” — a series of concepts where everyday sports moments transform into surreal, high-energy spectacles powered by the new formula. Basketballs multiplied mid-play, courts filled with glowing neon, and rackets cloned into massive, futuristic forms. Each visual behavior was designed to represent “more” — more energy, more power, more electrolytes.
After feedback from the Powerade team, we streamlined the direction into three evergreen hero spots — one each for basketball, soccer, and football. The edits were tightened to :08–:10 formats for maximum punch on digital and social, with product and the "Now with 50% More Electrolytes” message at the core. The creative leaned into the most-loved effects — behavior attractors and clones — paired with visual treatments the team marked as strongest.
Standing Out Year-Round
The campaign gave Powerade a bold creative toolkit that broke from traditional sports drink advertising. By grounding in product benefits while using surreal, culture-forward visuals, we helped position Powerade’s new formula with an identity that was modern, memorable, and adaptable year-round. The assets not only brought the formula to life, but also gave the brand flexibility to activate across sports moments far beyond March Madness.
