Powerade was preparing to launch a new formula alongside its US social channels in March 2023, just in time for March Madness. The brand tasked us with creating a series of commercials that would capture the spirit of the sports season while promoting the new product. The campaign included three videos focused on football, basketball, and soccer, each infused with themes of sport, hydration, and chaos. The videos needed to convey the message “50% more flavor, 50% more electrolytes” without using voiceover and were to be translated into English and French, then exported in three sizes for various platforms.

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The project came with several key challenges. First, the commercials had to communicate both hydration and chaos under a single cohesive story while making each sport feel distinct yet part of the same campaign family. Second, conveying the product benefits—“50% more flavor, 50% more electrolytes”—without any voiceover placed a heavy emphasis on visual storytelling. Lastly, the videos needed to be delivered as 3D simulations within a tight five-week deadline, complete with custom sound design that would enhance the feeling of chaos and energy.

We began by conceptualizing what an “electrolyte” could look like in a visual form, reimagining it as a ball bursting with flavor and hydration. This became the basis for transforming ordinary sports objects into electrifying electrolytes, creating dynamic worlds filled with these visual representations. Each video focused on a different sport—football, basketball, and soccer—using unique simulations that kept viewers guessing about what would happen next. This sense of mystery and chaos built anticipation before revealing the new Powerade products and flavors in a captivating call-to-action.

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The visuals and custom sound design were intricately synchronized, using audio cues to enhance the explosive nature of the animated sports scenes. The result was a set of commercials that conveyed both chaos and hydration, with each video contributing to the overarching narrative while maintaining its own distinct character.

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The campaign launched across the US and Canada, quickly amassing over 1 million views within the first week of release. The videos were well-received across social media and digital channels, standing out as some of the most groundbreaking animated assets in Powerade’s marketing history. The content remains live today, continuing to engage audiences with its innovative blend of 3D animation and dynamic storytelling.