Powerade: Pause is Power

Brand

Date

Aug 2025

Description

Powerade’s 'Pause is Power' campaign highlights the intersection of intense athletic performance and the necessary moments of recovery. The film captures a wide range of disciplines, from basketball and soccer to track and field, utilizing high-contrast black-and-white visuals interspersed with vivid, colour-graded action sequences. Produced by Love Song with creative direction from Open X from WPP, the project leans into a cinematic live-action technique. The narrative architecture alternates between high-energy movement and periods of stillness, punctuated by slow motion to examine the physical commitment inherent in elite sports. Post-production and VFX were handled by RASCAL, with sound design and original music contributed by Angel Sound.

Style

Horizontal, Action, Cinematic

Techniques

Slow motion

Industries

Fitness

Context

TVC / TV Commercial