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1 June 2017

Liquid assets.

by Jason Stone

Gatorade: “G-Active” - 60s

With a 75% share of the sports drink market in the USA, Gatorade isn't really competing against other products in their sector... they're competing against tap water. And this brilliantly executed piece of 'in camera' work demonstrates a willingness to take the fight to H2O and kick its ass.

This is one of those tricks that's much harder to achieve than it appears, because we know that it would have much easier to do using VFX. But it delivers something special, something visceral that the same effect would have lacked if it had been created within a computer.

And it's a good fit for the advertised product because the 'realness' of it reinforces the idea that Gatorade is a source of extraordinary liquid refreshment.

Film Production: UNIT9 Ⓟ Ⓦ
Director: Cole Paviour Ⓟ Ⓦ
Producer: Holly Restieaux
Production M'ger: Sandy Liddle
Production Ass'nt: Maisie Thomas
Executive Producer: Adam Dolman
Cinematographer: James Medcraft Ⓦ (WPA Ⓟ Ⓦ)
Editor: Alex Burt
Post Production: Thomas Cole @ MPC Ⓟ Ⓦ
VFX Shoot S'visor: Dan Lorenzini
Colourist: Mark Gethin / Kai van Beers
3D VFX: Will Bentley

David Reviews is hand-crafted by Lovely Lenzie Ltd, 7 Seven Sisters, Lenzie, Glasgow, G66 3AW. Editor: Jason Stone. Phone: 0141 776 7766. E-mail: jason@davidreviews.com.