BRYCE VR

Bottom of the 9th inning. Bases loaded. Two outs. With the game on the line, how will you respond?

Gatorade gave its core target (13-24 Competitive Athletes) the chance to step into Bryce Harper’s shoes – to feel the pressure of a big-league moment. Pushing VR technology to a new frontier, Gatorade produced a thrilling experience that mixed live-action capture with CGI. To ensure every detail was accurate, the team filmed at Nationals Park with Bryce standing in the batter’s box. Every pitch felt from Bryce’s perspective.

Once the experience was ready, Gatorade and Bryce surprised the Little Nationals baseball team. Not only were the Little Nats the first to try out the VR, but when they took off the headset, the real Bryce Harper was standing in front of them.

My Role: As Brand Director, one of my responsibilities was to reinforce the brand proposition that “Gatorade is built for the future.” To do so, we consistently leaned into the newest tech to show that Gatorade will always be on the cutting edge of how it serves its athletes – whether through nutritional science, product development or technology. For Bryce VR specifically, I collaborated with OMD’s Zero Code and The Mill to conceive of the platform, produce and launch it.