PAUL MITCHELL - DIRECTOR

Gatorade 'Fierce' by TBWA\CHIAT\DAY and Mill+ captures intense moments of sport where every move made by the athletes creates a stunning liquid reaction. Directed by Mill+'s Paul Mitchell, the athletes are shown dominating their opponents in abstract stadiums in these powerful commercials. 

Gatorade's first animation based campaign, it's a fresh approach from both a creative and technical standpoint. An exciting project for Mill+, who worked incredibly closely with the creatives at TBWA\CHIAT\DAY from beginning to end, Paul explained: "This project required the whole range of abilities from the studio, from the creation of the concept's visual style to the live-action direction. We used everything from HDR and witness cameras to a motion capture shoot and body scans - all comprehensive behind the scenes work to gather information for creating these fluid effects."