Awe-Full was brought in to help VML market a new product created by their client, Gatorade, and their partnership with Spotify. The product is called Amplify, and it generates personalized playlists with songs from Spotify's library, based on your Spotify listening history, which are energetic enough to fuel a workout. The playlists take into consideration the danceability, acoustics, energy and loudness of a track.
With that level of science behind the product, VML wanted to bring a technology based feel across on top of the usual gritty sports branding associated with Gatorade. It started with some fantastic imagery captured by Austin Walsh Studio. Awe-Full was on set to provide VFX direction and discuss edit decisions. The post process always runs cleaner when editors and technicians can be on set during production.
From here Awe-Full worked with producers and creatives at VML to dial in the edit and motion graphics to deliver both a 30 and 15-second version of the video that would spur the Amplify marketing campaign.