The challenge: Create a memorable series of digital spots for Gatorade without access to famous sports celebrities.

The answer: Create the athletes, literally, from Gatorade’s packaging.

The spots are exceptional in their capture of gritty, realistic movement and cinematic effects not usually found in stop motion animation. As director Rob Shaw explains, ‘If it happens in real life, it can happen in animation. Rather than staged, we are mimicking the mistakes of live action. The roughness was essential to the creative idea, which is all about the energy that consuming the product gives you. We used frontal and sidelight to give that feeling of reality, so the images become surprising, eye-catching and hold your interest. We wanted to achieve sports realism, the intrinsic qualities of the product and throw in a little cinematic poetry.”