Hydration Machine, Amplify

Agency: VML


One of the biggest dangers for athletes is dehydration. But athletes don’t always pay attention to it. They often fail to listen and retain information on nutrition, even though it’s crucial to their performance. Gatorade wanted to illustrate hydration in a new way that’s both engaging and memorable. The human body is often compared to a machine, so Gatorade brought that metaphor to life. Using CGI, an original kinetic machine was designed to illustrate the science of the body’s hydration – and lack thereof – in a simple, dynamic way.

This professional campaign titled 'Hydration Machine, Amplify' was published in United States in July, 2016. It was created for the brand: Gatorade, by ad agency: VML. This Digital medium campaign is related to the Soft Drinks industry and contains 2 media assets. It was submitted over 6 years ago.


Advertising Agency: VML, USA
Global Chief Creative Officer: Debbi Vandeven
Chief Creative Officer, North America: John Godsey
Group Creative Director: Glen Scott
Senior Art Director: Zac Greason
Group Creative Director: Derek Clark
Associate Creative Director: Scott Lichtenauer
Copywriter: Robert Abasolo
Managing Director, Brand Planning: Ian Davidson
Senior Planner: Mark Renken
Group Director, Client Engagement: Stephanie DeCelles
Director, Client Engagement: Melissa Ide
Senior Account Manager: Kate Lemere
Executive Producer: Tyler Smith
Producer: Lara Hurnevich
Director: Brian Palmer / Surround
Lead VFX / CGI Animation: Wei Lu / Surround

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