Agency Network: 
March 2013


Fixation is a 'win from within' story about the relentless inner drive of athletes to be the best they can. Kevin Durant will go up against Dwyane Wade in a battle for who beats who on the way to the hoop.

Original Composition

Film advertisement created by TBWA, United States for Gatorade, within the category: Non-Alcoholic Drinks.

Advertising Agency: TBWA\Chiat\Day, USA
Chief Creative Officer: John Norman
Global Group Creative Director: Brent Anderson
Global Creative Director: Jayanta Jenkins
Associate Creative Director / Copywriter: Gustavo Sarkis
Associate Creative Directors / Art Directors: Renato Fernandez, Guto Araki
Executive Producer: Sarah Patterson
Producer: Katie Lambrecht
Assistant Producer: Garrison Askew
Executive Project Manager: Karen Thomas
Managing Director: Nick Drake
Group Account Director: Blake Crosbie
Global Account Director: Caroline Britt
Management Supervisor: Magdalena Huber
Global Management Supervisor: Chris Crockett
Account Supervisor: Kyle Webster
Global Account Supervisor: Catherine Fishback
Account Executive: Robyn Baker
Sports Marketing: Lexi Vonderlieth, Brynn Cameron
Group Planning Director: Scott MacMaster
Planning Director: Martin Ramos
Planner: Rebecca Harris
Junior Planners: Katie Acosta, Matt Bataclan
Director of Business Affairs: Linda Daubson
Senior Business Affairs Manager: KK Davis
Talent Payment Manager: Vanessa Aniles
Traffic Manager: Jerry Neill
Production Company: MJZ
Director: Rupert Sanders
President: David Zander
Executive Producer: Kate Leahy
Producer: Laurie Boccaccio
Editorial: Rock Paper Scissors
Executive Producer: CL Weaver
Head of Production: Angela Dorian
Editor: Kirk Baxter
Post EFX: The Moving Picture Company
Executive Producer: Asher Edwards
Producer: Juliet Thierney
Supervisor: Paul O’Shea
Music: Amber Music
Composer: Eugene Cho
Executive Producer: Michelle Curran
Sound Studio: LIME STUDIOS
Mixer: Rohan Young
Executive Producer: Jessica Locke
Sound Design: Barking Owl
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kleenex's picture

I hope that was enough people that worked on this ad.

Activity Score 58777
Web Designer/Developer
VampAd's picture

The best "basketball" ad of all time, in my opinion.

Activity Score 1151
hmaffia's picture

One of the greatest Gatorade ad in a long time.

Activity Score 744
Copywriter at Universidade de Brasila |

power0903's picture

simple & kkkkk

Activity Score 16
dotunbello's picture


Activity Score 150
Copywriter |

"make good art"

Klara K.'s picture

It needs to be more dynamic.

Klara K.
Activity Score 3343
Charles University in Prague
blackmetal's picture

Nice!!! I do agree with Running Pie. It could be a bit shorter. Right now definitely the product placement is over-the-top. But hey, it's advertising!

Activity Score 163
Producer/Director at Amsterdam |

Rock on!

the_lizard_king's picture

I loved the ad.

Activity Score 1257
Copywriter at Forecast advertising |

And then GOD said...
Let there be creativity!!!

ozinga's picture

I love the ad especially the end part is great

Activity Score 39
Graphic Designer
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