Gatorade get innovative
An ingenious piece of innovation has been realised by isotonic sports drink-brand Gatorade.
Utilising the forefront of scientific technology they have created moving art using just their product and unique cinematographic techniques. Arranging a plethora of Gatorade bottles upside down (just as you'd see the spirits in a bar), they cleverly programmed each of them to release a droplet of the energy drink at a specific time, creating the mid-air image of a runner. Doing this over and over again, each in a slightly different position, they captured every shot on film.
Subsequently, just as used to be done with the now-dated flip book, they replayed every image back in exceptionally quick succession. This creates a mind-blowing effect of an athlete running, kickboxing and jumping, all completely made out of water.
Additional genius must be credited to the copywriters behind this campaign, because the strapline of "Water Made Active" is a lovely encapsulation of the amazing project.
Check it out below, it's short, sweet, and utterly incredible.
Utilising the forefront of scientific technology they have created moving art using just their product and unique cinematographic techniques. Arranging a plethora of Gatorade bottles upside down (just as you'd see the spirits in a bar), they cleverly programmed each of them to release a droplet of the energy drink at a specific time, creating the mid-air image of a runner. Doing this over and over again, each in a slightly different position, they captured every shot on film.
Subsequently, just as used to be done with the now-dated flip book, they replayed every image back in exceptionally quick succession. This creates a mind-blowing effect of an athlete running, kickboxing and jumping, all completely made out of water.
Additional genius must be credited to the copywriters behind this campaign, because the strapline of "Water Made Active" is a lovely encapsulation of the amazing project.
Check it out below, it's short, sweet, and utterly incredible.
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