Gatorade’s G Active: Water Made Active

Production agency Unit9 teamed up with TBWA/CHIAT/DAY and Gatorade to create an ad for their new low calorie electrolyte water, featuring a “true-to-life water athlete, animated it in mid air, and caught on camera.” 

Film director Cole Paviour was inspired by the work of Shiro Takatani to create this incredible million dollar experiment in the space of just 10 weeks:

Our custom-made “rain rig” dripped water in complete sequence and harmony. It recreated the figure of a real athlete in a liquid animation. Each unit contained 64 litres of water, with 8 units running at any one time. This meant we used half a tonne of water to bring the whole system together.

gatorade

This incredible creation was made by firstly capturing a human athlete running, jumping and kickboxing, then using that data the software told the the water rig when to turn the nozzles on and off, using over 2000 switches. The life-like human shape was brought to life by using flash-lighting to illuminate and ‘suspend’ the water droplets in mid air (above), so each frame had a microsecond accuracy. “As a result we transmitted an entire layer of data through the entire system in just a microsecond. We had to take each frame and process it in two ways. First of all to squash it, to compensate for gravitational acceleration, and second to slice it. We stored the data for each frame in a controller unit and triggered it using the camera.”

You can view BTS footage here:

I recommend reading more about the Director here, and you must watch the entire ad in all its HD glory. Essentially, it’s an incredible 3D liquid structure created through software that I can only imagine ever understanding. What a project!

Advertisements
Tagged , , , , , , , , , , , ,

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s

%d bloggers like this: