Choose Better
_________

Bodyarmor is a sports drink. After 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. Yet mindless routine is a treadmill going nowhere. A dystopian illusion of fitness drudgery designed to keep things as they are – never changing, never improving. Better only happens when you break free from status quo and open up to new possibilities – a utopic world full of natural potential, and choice. “Choose Better” is a provocation to make more considered choices for what we put in our bodies attacking the competition's artificial additives and inferior health benefits.

Directed by Noam Murro, Edited by Neil Smith, B-unit by DOMO

Client: BodyArmor          Role: Creative Direction          Agency: Cartwright

AdAge         Fast Company         SHOOT         CNN         SF egotist         Best Ads         Ads Of The World         Ads of Brands