Choose Better

BodyArmor, a 15-year-old sports drink, needed a refresh to stand out in a crowded market. With a bold new look, it set its sights on Gatorade, long the default hydration choice. Yet mindless routine is a treadmill going nowhere. A dystopian fitness illusion designed to keep things as they are. 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” challenges consumers to rethink what they put in their bodies, attacking competitors’ artificial additives and weaker health benefits.

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

Client: BodyArmor
Role: Creative Direction
Agency: Cartwright

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