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Gatorade
Sport has always been one of our favorite storytelling mediums, revealing the sacrifice, setbacks, and perseverance behind performance. With Gatorade’s relaunch of its “Is It In You?” campaign, we saw an opportunity to explore resilience beyond the final result.
The Challenge
We wanted to tell a story about how defeat can redefine what it means to be a winner, capturing the grit and perseverance required for combat athletes to return to training and step back into the ring when success isn’t guaranteed.
The VISION
Inspired by Gatorade's renewed brand messaging, we developed the concept for "GRIT."
A commercial centered on the idea that resilience is not built through victory alone, but through the willingness to continue after setbacks.
To bring the concept to life, we partnered with Pan Am Boxing and connected with Team Canada boxer Priyanka Dhillon.
Her experience, discipline, and commitment to the sport became the foundation of the story.
Is It In You?
We begged to ask the question of our featured athlete and they answered a definitive: YES.
The Approach
Priyanka’s involvement grounded the project in authenticity, shifting the focus to real training, routines, and preparation over scripted performance.
By combining RED Komodo, MiniDV, and archival fight footage, we built a layered narrative that connected present-day training with Priyanka’s broader journey as an athlete.
By focusing on authentic moments, thoughtful shot selection, and a clear creative vision, we were able to create a piece that felt larger in scope than the production itself.
THE RESULTS
The finished film delivered an emotionally driven sports story centered on perseverance rather than victory.
By combining modern footage with archival imagery, the commercial created the impression of a much larger timeline while maintaining a deeply personal perspective on the athlete's journey.
The project also became an important portfolio piece, demonstrating our passion for sports storytelling and our belief that some of the most compelling stories emerge from the challenges athletes overcome away from competition.
KEY TAKEAWAYS
The most powerful sports stories are rarely about winning.
They are about the determination required to continue pursuing something difficult.
By combining authentic access, real archival footage, and a focused production approach, we were able to create a story that felt honest, personal, and rooted in the realities of competitive sport.
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