Gatorade Evoluciona & Global G series

A champion is someone who gets up when he can’t.
— Jack Dempsey

A series of illustrations for the Gatorade Evoluciona and Global G series campaigns by Charis Tsevis in collaboration with TBWA Chiat Day for PepsiCo.

For the Gatorade Evoluciona we wanted to create an atmosphere that incorporates solid ethic elements coming from primitive cultures. We wanted to celebrate the pure culture of the populations living in the Latin America region. At the same time we wanted to modernize them and project them to the future. A series of patterns inspired from the African and South American heritage have been combined with fractals and Op Art symbols. Athletes were chosen depending on which country the media was placed. The goal was to visually communicate the relationship between the ingredients in the product, and the athletes who drink them.

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 am 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 makes use of polygons, especially trapezes, that the human brain prefers 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.

See the whole campaign on Charis Tsevis’ Behance.