Creativity

Propel Fitness Water: Bodies in Motion

Gatorade's Propel lives up to its name, demonstrating bodies in motion by putting water in motion. The photography is the work of Carlos Serrao www.carlosserrao.com

Published on May 05, 2005

Editor's Pick

Gatorade's Propel lives up to its name, demonstrating bodies in motion by putting water in motion. The photography is the work of Carlos Serrao www.carlosserrao.com, and, needless to say, there's a big post job here, which belongs to Carolyn Winslow at Mode Imaging (www.modeimaging.com). "We chose Carlos for his ability to capture sports in a real but graphic look, as well as for his sense of lighting and the tone he delivers in the image," explains Element 79 CD Doug Behm. "We shot all the athletes without water and then had one of the models in a full black wetsuit mimic all of the poses as water was splashed, allowing the retoucher to comp them together beautifully." We're not about to quarrel with that, but we particularly like the way the boxing chick punches through the clutter, never mind the water.

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About

Credits

Date
May 05, 2005
Retouching:
Mode Imaging
Client:
Propel Fitness Water
Creative Director:
Doug Behm
Art Director:
Derrick Ho
Copywriter:
Jon Flannery
Producer:
Sue McCarthy
Project Manager:
Amy Kubala
Art Buyer:
Susan Carland
Retoucher:
Carolyn Winslow
Photographer:
Carlos Serrao
Agency:
Element 79

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