POWER IN NUMBERS

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POWER IN NUMBERS ~

This is more than just some digits on a jersey. A goal time. A personal record. Your mom’s lucky number.

When Powerade decided they would be labeling their bottles from 0-99 — we jumped at the opportunity to share the unique stories behind everyone’s number and what empowers the people who proudly wear them. As the creative lead for Powerade, I wanted to tap into our deepest motivations as athletes. Going back to my own personal experience as a professional swimmer, I would write my goal times for the season on my bathroom mirror, so that every morning I was reminded of what’s possible.

So we partnered with Alexis Sablone , who would be participating in skateboarding’s first ever Olympics. In her 25 years of skateboarding, heading to the Olympics was one of the last things she ever expected to do. And that’s why she chose #25.

THE POWER OF GIVING BACK

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THE POWER OF GIVING BACK 〰️

Then we teamed up with House of Highlights to continue our Power in Numbers storytelling. We found athletes that had gone viral— and encourage them to tell their story, but also give them the opportunity to pay it forward and help other athletes do what they love to do as well.

During production pauses during COVID, we improvised. Using zoom interviews, we dipped our toes into the podcast pool, sharing several truly inspirational athletes and the numbers that drove them, such as Jake Olson #61, who was the first legally blind NFL player or Trish Miller #19, who started a swim school for disadvantaged youth in Atlanta.

Client: POWERADE
Category: TV/SOCIAL
Agency: ANNEX ATL / havas
Creative Direction: Myself
Art Direction: ANDREY TER-GRIGORIAN, URIEL VASCO, JULIA MUELL
Copy: JAKE TANNERY, IAN HOLMES, MATTHEW FREDERICKSON, RAND ROZIER