Choose Better
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Bodyarmor is a sports drink. After nearly 15 years, the brand needed a refresh to stand out in a crowded marketplace. They unveiled a bold new look to take on goliath, Gatorade, long considered the default hydration choice for sports drinks. Yet mindless routine is a treadmill going nowhere. An artificial dystopian illusion disguised as a fitness dungeon of drudgery to keep things as they are – never changing, never improving. Better only happens when you break free from status quo and open up the aperture to new possibilities – a utopic world full of natural potential, and choice. “Choose Better” is a rally cry for audiences to make more considered choices for what they put in their bodies. An attack on the competition's artificial additives and inferior health benefits.
Directed by Noam Murro, Edited with Neil Smith, B-unit from DOMO
Client: BodyArmor Role: Creative Direction Agency: Cartwright