Gatorade – Body of Science
Only 6% of sports science research is conducted on women, yet women's bodies are constantly scrutinized. While culture obsessively analyzes how women look, it rarely invests in understanding how their bodies actually perform. The opportunity was to hijack one of the world's biggest moments for dissecting women's appearances, the Met Gala, and redirect that attention toward something that actually matters.
We entered the conversation the only way you can at the Met Gala: through fashion. Every one of Venus Williams' custom looks was designed around the campaign's central statistic, embedding the 6% message into the details people would naturally obsess over. From the custom 6% earrings to subtle references hidden throughout the jewelry, accessories, color palette, and styling, every element was intentionally crafted to reward closer inspection. Rather than simply dressing Venus for the event, we turned each look into a storytelling device that invited discovery.
Role: Group Creative Director & Head of Social
That creative approach was built around an existing social behavior. Every year, creators and fashion fans meticulously break down every Met Gala look, searching for hidden meanings and symbolic details. Instead of fighting that behavior, we designed for it. Creators including @mariahcrose, @abbeybonadies, and @shema.love dissected the hidden Easter eggs across TikTok and Instagram, transforming fashion commentary into conversations about the lack of investment in women's sports science. The result was a social ecosystem where every outfit breakdown reinforced the campaign's core message.
The campaign extended beyond the red carpet through a social-first launch film, athlete advocacy, creator partnerships, and ongoing content that highlighted the research already underway. Venus Williams used interviews and her content with Vogue to bring the conversation back to the 6% statistic, while other athletes amplified the message across their own platforms.
By turning one of culture's biggest fashion moments into an interactive social campaign, Body of Science proved that the attention women receive isn't the problem.
It's where that attention is directed.
TBWA\Chiat\Day
Role: Group Creative Director & Head of Social
CCO: Pedro Perez
Creative Directors: Natalie Dols, Robison Mattei
Senior Creatives: Jillian Cordeiro, Irina Kirvesmaki
Senior Producer: Amanda Azoroh
Group Strategy Director: Candace Sautman
Management Supervisor: Savanna Cameron
CCO: Pedro Perez
Creative Directors: Natalie Dols, Robison Mattei
Senior Creatives: Jillian Cordeiro, Irina Kirvesmaki
Senior Producer: Amanda Azoroh
Group Strategy Director: Candace Sautman
Management Supervisor: Savanna Cameron
Cartel: Michael "Middy" Ofori-Attah (editor)
Lime Studios: Jeff Male (sound & mix)
Lime Studios: Jeff Male (sound & mix)
