Gatorade x Stranger Things

The Stranger Things x Gatorade collaboration was a masterclass in resurrecting brand heritage through world building. Leading our in-house agency team, I oversaw the full creative development—from the revival of the 1987 No Ordinary Thirst Quencher platform to the design of authentic glass bottles and a premium capsule collection. Working directly with Netflix as a true creative partner rather than a simple licensor, we built an integrated experience that felt like a genuine piece of the Hawkins universe.

The execution was precise and the response was electric. Our limited drops on Gatorade dot com sold out in minutes, and the campaign reached over 30 million viewers during a landmark Netflix NFL broadcast. From viral unboxing videos to features in Adweek and massive Times Square takeovers, the work proved that authenticity is the ultimate currency. Every detail, from the period accurate typography to the tactile weight of the glass, was interrogated to ensure we didn't break the 1987 spell.

This project is a testament to the power of design and narrative depth. It reflects a core belief I bring to my leadership: when a brand respects its history and its audience through intentional detail, it doesn't just sell a product. It creates a cultural artifact.