The 1980s were defined by bold fashion, breakthrough tech and iconic pop culture, an era Gatorade fueled through the athletes who shaped it. I had the chance to lead the visual direction for this project, shaping the product aesthetic and bringing that decade back to life. It was a rare opportunity to translate an entire era into something people could feel just by looking at it.
The campaign also made its way to OOH with a double-sided billboard representing the real world and the Upside Down from Stranger Things, capturing the show's duality in a single format.
No Ordinary Athlete
Gatorade X Stranger Things
—
Gatorade has a storied history of signing the greatest athletes of all time (GOATs) to their legendary roster, and when the final season of the global phenomenon Stranger Things aired, Gatorade and Netflix saw an opportunity to make Eleven the next in a long line of all-time greats. So, they partnered to make Eleven a legitimate Gatorade athlete, the first fictional character ever signed by Gatorade, and they revealed it in an unprecedented way, during the season premiere of one of the most watched shows in history.
Game recognizes game, so Gatorade gave her the full athlete treatment, behaving as if they had just signed the next Michael Jordan, Serena Williams, or Usain Bolt, and inviting fans to support her as she fights to save the world like they’d support an athlete battling on the field. All to prove that whether they’re on the field, or in the Upside Down, the GOATs are no ordinary athletes, and Gatorade is no ordinary thirst quencher.
Year
2026
Client
Gatorade
With
Bruno Regalo, Gabriel Menezes, Emerson Vieira, Victor Rosa, Gabriel Vinicius, Guilherme Besco.
Agency
DXD - Design by Disruption by TBWA
TBWA\Chiat\Day\Los Angeles
My Role
Concept, Graphic Design, Art Direction
Recognitions
Bronze at Clios '26
Back ⮐ Index
ONLINE •
GRAPHIC DESIGNER &
ART DIRECTOR — SINCE © 1996
SEASON 26'
RIZZA