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Gatorade | Fuel Lab
Role
Art Director
Team
Emmett Aiello, Executive Creative Director
As Gatorade set out to connect with a new generation of athletes, the brand needed an experience that could make complex ideas around nutrition, biomechanics, and performance feel interactive, personal, and easy to understand.
Led the printed surface design for an immersive consumer environment that turned Gatorade’s science-backed product story into a walk-through experience with performance, nutrition, and movement-based interactions. The experience debuted at SXSW and was later adapted for activations in Los Angeles, New York, and Chicago.
Outcome: Won Best Consumer Environment from Event Marketer, earned recognition as one of the year’s top interactive experiences, and grew from a flagship SXSW debut into a multi-market brand experience.
