A global campaign voice became a standalone film, authored for the legendary Kendrick Lamar.
01 / The athlete
The first and only musician to officially sign as a Gatorade Athlete: Kendrick Lamar
Kendrick began as the voice of Lose More. Win More. Then he asked for a film of his own—built around a truth he personally believed: you have to lose more if you want to win more.
AwardsCannes Lions — 1× Shortlist
Clio Sports — 1×
Adweek — Editor’s Choice
02 / Credits
Collaborators
- Role
- Creative / Creative Director
- Creative partners
- Jeff Lam, Alex Bower, Cameron Bell, Gerardo Ortiz, Dez Marzette
- Brand
- Cassidy McEachern
- Agency
- TBWA / Chiat / Day
- Client
- Gatorade
- Production
- Aubrey Larson
- Director
- Dave Free
- Production company
- pgLang