Powerade presents WHAT IT TAKES, a sports campaign that captures the determination of an athlete on the basketball court. The production centres on a young basketball player, bringing a sense of focus to the indoor gymnasium setting through a cinematic, moody visual approach.
The film leans into dramatic lighting and high-angle cinematography to frame the athlete’s movements. Integrating live-action technique with bold graphic overlays, the project emphasizes a clean aesthetic across its vertical format.
The work was developed by agencies Lyrical Lemonade, WPP OpenX, and Ogilvy NY.
