Gatorade Global G Series

This is the Gatorade G Series global campaign using Usain Bolt, Aldo de Nigris, and El Canelo. Each athlete represents the three stages of G: Prime, Perform, and Recover.

For this campaign, we have used a visual language I have been studying since the early 90s. It's based on the principle of invariance and the "theory of perspective space" by my teacher, Nino Di Salvatore, and the Gestalt school of psychology. The theory uses polygons, especially trapezoids, that the human brain tends to recognize as rectangles in perspective.

The colors follow the theory of "Continuum Cromaticum" by my teacher Augusto Garau. The theory helps the designer to use primary, secondary, and tertiary colors in positions that form unity and continuity. 

The Illustrations: 

The products:

We have created this illustration to serve as a background for Gatorade products.

Gatorade G Series bottles

PRIME: Usein Bolt illustration

Gatorade Prime 01 provides pre-game fuel for athletes looking for the right pre-practice or pre-competition fuel, but who don’t want to feel too full. For this product, we have chosen Usain Bolt, the athlete with the perfect start.

PERFORM: Aldo de Nigris Illustration

Gatorade has sharpened its focus on fueling athletic performance during workouts and competitions and has designed the G Series based on scientific grounding and athlete needs.

We have chosen Aldo de Nigris, the great Mexican soccer player of Monterrey, for our testimonial.

RECOVER: El Canelo illustration

Athletes know it’s critical to promote muscle recovery to get ready for their next workout or competition, and Gatorade Recover 03 is the first protein recovery beverage with the consistency and great taste people expect from Gatorade. Who else could reflect this than El Canelo? We put him in a cocoon of ...healing energy.

Some of the Applications:

To all TBWA\Chiat\Day and PepsiCo people involved in this project.

Jayanta Jenkins, Dogan Dattilo, Debra Rosen, Ana Molinar, Hillary Co and all others that I haven't had the pleasure to meet in person. Thank you guys.

To all of you visiting and leaving a feedback.

Thanks!