Gatorade: Fast Twitch

Launching Gatorade’s new energy drink with subcultural style.

We adopted a creator and culture-led mindset to introduce Australia to Gatorade’s new pre-workout energy drink, transforming real athlete routines into a rhythmically hype launch campaign that infectiously invited Aussies to ‘Hit the Twitch’.

To do we fused the complementary energies of sports hype and music drop culture, bringing a fresh yet uniquely Gatorade energy to the category.