The Ask:
Seventy percent of kids drop out of organized sports by the age of 13. That’s a shit-ton! Too many. And why do they bail? Because sports aren’t any fun for them. Helicopter parents, the whole varsity thing, pressure to win—no wonder they quit. Gatorade wanted us to help remind folks that sports should be FUN.
What We Did
A social campaign called Gatorade FUNdamentals, starring Karl-Anthony Towns. 8 posts, millions of eyeballs, all the shares.
We filmed it all on the fly, in a day, in a gym in LA. Then I got covid. It was a whole thing. Anyways, we did all the concepts, scripts, casting, production, etc, ourselves. Even commissioned this one-of-a-kind drip for KAT. He kept it.