• 6.10.10

    Joachim Ladefoged Introduces the Gatorade G Series

    Gatorade took a new turn in its branding strategy last year by renaming itself "G." Its latest offering is a line of performance drinks called "The G Series." A set of 3 drinks aims to help athletes perform their best - 01 Prime is meant provides a boost of energy before activity, 02 Perform is the Gatorade Thirst Quencher taken during movement, and 03 Recover helps athletes rehydrate and aids muscle recovery after exercise.

    Joachim Ladefoged worked with TBWA\Chiat\Day to photograph the print campaign. The first round of advertisements released include three-time Olympic gold medalist and record-setting sprinter Usain Bolt, NBA all-star player Dwight Howard, and NFL quarterback and 4-time MVP Peyton Manning. The black and white images of the elite athletes shows them imbibing the performance drink while training and competing.

    Says Art Producer Debra Rosen, "Working with Joachim was an unbelievable experience. We had very little time with the athletes and Joachim still managed to capture beautiful, poignant imagery in every single shot. His positive attitude makes him a joy to work with and his incredible talent makes for flawless artwork."

    Ladefoged shot a variety of images, including product shots, motion stills, and portraits of the athletes in action and sitting one-on-one. While famed television commercial director Joe Pytka filmed the commercial, Ladefoged sometimes worked beside him to get action shots. Ladefoged even makes a cameo as a press photographer in the commercial with Peyton Manning. Actors posed as photographers while Ladefoged in his "acting" role was actually photographing Manning as Pytka's camera rolled. The shoots took place in Miami, Los Angeles, New York, Orlando, and Usain Bolt's native Jamaica.

    Having photographed tennis players at the French Open, Joachim is no stranger to working with athletes. Ladefoged says of the hand-picked G Series athletes, "The Gatorade athletes are all nice, professional people that are easy to work with. But as in any shoot nowadays, you have to work super fast when the star is in front of you, so we did." For example, "In the locker room shot of Usain Bolt, we only had him for 10 minutes - so clearly you do not have the time to talk about his latest training times."

    View videos of the athletes and more at the Gatorade G Series website.









    G SERIES:
    Art Producer: Debra Rosen
    Group Creative Director: Jimmy Smith
    Creative Director: Jayanta Jenkins
    Creative Director: Donna LaMar
    Senior Art Director: Brent Anderson
    Senior Copywriter: Steve Howard

    G SERIES PRO:
    Art Producer: Debra Rosen
    Group Creative Director: Jimmy Smith
    Creative Director: Jayanta Jenkins
    Creative Director: Donna LaMar
    Associate Creative Director: Javier Castillo
    Copywriter: Eric Arnold

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