Usain Bolt's Fears Give Way to Joy in Gatorade's Uplifting Olympics Tale

TBWA/Chiat/Day L.A. and Moonbot Studios Team Up on Animated Film About Fastest Man's Rise

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As world's fastest man Usain Bolt prepares to make a three-peat of his wins in both the 100m and 200m races at the 2016 Summer Olympics in Rio, Gatorade has debuted this inspiring animated film chronicling the athlete's rise -- and the light-hearted approach that's helped him along the way.

TBWA/Chiat/Day Los Angeles teamed with Oscar-winning animation shop Moonbot Studios ("The Fantastic Flying Books of Mr. Morris Lessmore" ) and directors Limbert Fabian and Jake Wyatt to deliver the tale. It begins with Bolt's childhood in Jamaica, when he was a young student sprinting his way to and fro, not even letting a grumbling stomach get in his way of beating an older, more trained runner in an impromptu race.

The story moves on to his days as a junior competitor, highlighting a moment when he's struck by a bout of the butterflies and the anxiety that comes with representing his country. But those all fall away when his mother reminds him, "You can always go faster when you keep it light." It's then that we see the Bolt we know today, an athlete who always seems to project a carefree joy when he's in the heat of competition.

See more of how the film was made in the Behind the Scenes video.

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About

Credits
Date
Jul 20, 2016
Agency:
TBWA/Chiat/Day Los Angeles
Client:
Gatorade
Production Company:
Moonbot Studios
Senior Vice President, General Manager:
Brett O'Brien
Senior Director, Consumer Engagement:
Kenny Mitchell
Director of Digital Strategy:
Jeff Miller
Manager, Digital Media:
Abhishek Jadon
Senior Director Sport and Athletic Services:
Jeff Kearney
Sports Marketing:
Kyle Grote
Sports Marketing:
Aminah Charles
Chief Creative Officer:
Brent Anderson
Executive Creative Director:
Renato Fernandez
Creative Director:
Mark Peters
Senior Copywriter:
Cyrus Coulter
Senior Art Director:
Paulo Cruz
Director of Production:
Brian O'Rourke
Executive Producer:
Guia Iacomin
Senior Producer:
Stephanie Dziczek
Producer:
Cristina Martinez
Print Producer:
Gabriella Nourse
Art Producer:
Gabrielle Sirkin
Managing Director:
Jerico Cabaysa
Brand Director:
Robyn Morris
Brand Manager:
Erika Buder
Associate Brand Manager:
Theo Kirkham-Lewitt
Group Planning Director:
Scott MacMaster
Global Planning Director:
Martin Ramos
Planning Director:
Abigail Weintraub
Planner:
Matt Bataclan
Director of Business Affairs:
Linda Daubson
Music:
South
Sound Design and Mix:
740 Sound

See more credits

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