Gatorade

There’s no fairy godmother. Just hard work.

Gatorade has always been about performance. The brand athletes reach for when they’re pushing their limits. But we wanted to say something deeper. Something about what it actually takes to be great. Not the highlight reel. The stuff that happens before the cameras turn on.

The World Cup is the biggest stage in sports. Every brand shows up with something. The challenge was cutting through the noise with a message that felt true. Our insight was simple: the moments that look magical on the field aren’t magic at all. They’re earned. Every early morning. Every extra rep. Every time an athlete chooses to keep going when no one’s watching.

I led the creative on #BeUnreal. We set the film to Bibbidi-Bobbidi-Boo from Disney’s Cinderella. Yes, the fairy godmother song. It was playful. Unexpected. And it made a point. We featured Lionel Messi, David Luiz, Sergio Ramos, and Landon Donovan. While the whimsical soundtrack played, we showed the grind. The sweat. The discipline. And then the payoff: those unreal moments on the pitch that only happen because of everything that came before. No wand required.

Over 25 million views. 15% increase in social engagement. And a World Cup conversation that went beyond the game itself. #BeUnreal reminded people that greatness isn’t gifted. It’s built. One rep at a time.