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Gatorade “Fixation” spot

TV/Radio Commercials, Consumer

Fixation is a ‘win from within’ story about the relentless inner drive of athletes to be the best they can. Pro basketball players Kevin Durant and Dwyane Wade battle for who-beats-whom on the way to the hoop, in this TV spot, filmed in Houston the day after the NBA All-Stars game. It was shot by Cannes Grand-Prix winning director Rupert Sanders and edited by two-time-Oscar-winning Kirk Baxter for ad agency TBWA\Chiat\Day.

The agency’s goal was to reinforce and continue Gatorade’s “Win From Within” campaign launched last year, this time emphasizing practice and hydration as key elements for a better performance, along with a healthy dose of competition. TBWA chief creative officer John Norman adds “It's a true sports insight. The fear of being second makes you hungry to be first.”

Renato Fernandez/Guto Araki, associate creative directors/art directors; Gustavo Sarkis, associate creative director/writer; Jayanta Jenkins, global creative director; Brent Anderson, global group creative director; John Norman, chief creative officer; Sarah Patterson, executive producer; Katie Lambrecht, producer; Garrison Askew, assistant producer; Karen Thomas, executive project manager; TBWA Chiat Day, (Los Angeles, CA) ad agency; MJZ, production company; Rupert Sanders, director; Kate Leahy, executive producer; Laurie Boccaccio, producer; Rock Paper Scissors, editorial; CL Weaver, executive producer; Angela Dorian, head of production; Kirk Baxter, editor; The Moving Picture Company, post EFX; Asher Edwards, executive producer, Juliet Thierney, producer; Paul O’Shea, supervisor; Amber Music, music; Eugene Cho, composer; Michelle Curran, executive producer; LIME STUDIOS, sound studio; Rohan Young, mixer; Jessica Locke, executive producer; Barking Owl, sound design; Gatorade, client.