Creativity

See the Challenging Race That Is the Life of an Agency CCO's Son in Gatorade-Sponsored Film

JWT's Jaime Rosado Documents the Struggles and Success of His Son Sebastian, an Athlete with Spastic Quadriparesis

By Laurel Wentz. Published on Dec 01, 2016

Editor's Pick

In "Love Fuels," about 50 lovingly-shot b&w photos cycle across the screen showing Sebastian, from toddler to young man, growing up with a severe form of cerebral palsy. In and out of his wheelchair, Sebastian is always participating in life as he swims, bowls, kayaks, sits on a horse, and hangs out with his family, especially his father Jaime Rosado, who is the chief creative officer and copywriter for this effort. The photo montage ends with the words "Sebastian is the world's only athlete with spastic quadriparesis to finish a 5K race" as we see a very determined Sebastian, using a specially-adapted walker, complete the course.

This Gatorade-sponsored video is the most personal piece of communication done yet by the Rosados and J. Walter Thompson Puerto Rico to promote the annual "Run It, Walk It, Wheel It" 5K they support in San Juan every December.

More about 21-year-old Sebastian's own journey is at Facebook.com/myendlessrace, including his recent Ted Youth talk and the effort to start the "Run It, Walk It, Wheel It" 5K after he was barred from an existing race because he wasn't able to propel his own wheelchair.

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About

Credits

Date
Dec 01, 2016
Agency:
J. Walter Thompson Puerto Rico
Chief Creative Officer:
Jaime Rosado
Client:
Gatorade
Chief Creative Officer:
Jaime Rosado
Assoc. Creative Director:
Johanna Santiago
Copywriter:
Jaime Rosado
Art Director:
Johanna Santiago
Editor:
Mizael Morales
Sound Engineer:
Carlos Dávila
Photographer:
Nora Vallejo

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