TBWAChiatDay and Gatorade launch branded entertainment property Gatorade Productions with the one-hour documentary RGIII: The Will to Win premiering August 27 on ESPN.
The story is … read morethat of Washington Redskins quarterback Robert Griffin III, who in the face of reconstructive knee surgery during his off season, has vowed to begin the 2013 NFL season even stronger than before.
TBWAChiatDay, NFL Films, ESPN and Gatorade partnered in this branded entertainment initiative to offer viewers an inside look into Robert's determination and drive.
The film focuses on understanding the motivations that fuel an athlete's will to win, reflecting Gatorade's brand belief that athletic performance is driven from the inside. In Griffin's own words the film is "more about his heart than it is about his knee."
"There isn't a more relevant story to launch Gatorade's branded entertainment entity than one that explores the motivations that fuel an athlete’s will to win," says John Figone, Associate Creative Director.
"Sometimes your dreams try to run away from you. In those moments, you have to get up and run after them," says Pierce Thiot, Creator and Art Director.
"It's a story about how seemingly big obstacles actually have very little chance when faced with drive and determination," says Scott Cleveland, Creator and Copywriter.
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