Gatorade Super Bowl

Content Studio

4103 This project marked another evolution in our ongoing partnership with Gatorade. Each year, the focus shifts. Each year, the trust deepens. This time, we worked together to demonstrate that innovation doesn’t just live in product development but it lives in how the brand shows up, how it educates, and how it bridges culture and commerce.

Scope

Lighting Design
Visual Content Design
Custom Fabrication
Experiential Design
Design
Live Action Shoot
Spatial Design
Creative Technology
Project Management

During Super Bowl week, we created an invite-only content studio designed to serve two audiences at once: athletes and creators on the cultural side, and retail partners and internal leadership on the business side. The ambition was to build an environment where hydration could be experienced in motion, captured, tested, discussed, and understood as part of Gatorade’s next chapter.

The space unfolded as a fully guided journey across distinct rooms, each carrying a different layer of the story. Clear transitions shaped the pace, allowing the tone to evolve as guests moved through the environment.

For athletes and creators, the studio operated as a production-ready ecosystem. Lighting, sound, and scenic design worked together to create rooms with presence and weight. Product lived inside the flow of the experience, giving talent natural ways to engage while content was captured in real time.

Within that larger studio, we built a fully bespoke room for Gatorade’s B2B audience, where the focus tightened. Lighting cues, motion, sound design, and environmental effects came together in an immersive 4D presentation designed specifically for retail partners and internal teams. Retailers moved through the next phase of hydration in a setting built to be felt physically and understood experientially.

The complexity of the build came down to orchestration, with multiple distinct rooms operating as one controlled system, guided walkthroughs calibrated for different audiences, and partner integrations woven seamlessly into the footprint. In the middle of Super Bowl week, we built a focused, cohesive environment that signaled where Gatorade is headed next.