Playing off the strategy that “it’s only what’s inside matters,” Gatorade and TBWA\Chiat\Day LA’s work redefined every athlete’s unique “IT” for the relaunch of the campaign “IS IT IN YOU?”

Caitlin Clark’s move to the WNBA after an unprecedented college career was driven by her unique focus and determination. This influenced the decision to use a single take and no music for a new campaign.

Her first game coincided with the launch of the campaign—an opportunity to both celebrate her and tease the upcoming work.

A simple film showcased Caitlin Clark shooting three-pointers in a single take, using the swishes of the net to transition between titles. Each title described one of her many accolades to date, with the sound of the swish acting as a “check.”

The design lockup incorporated the “IT” in “CaITlin,” reading “IT is just getting started,” to align with the “IS IT IN YOU?” campaign and her journey.

Despite its tiny budget, this film became one of the most successful pieces of the campaign and one of Gatorade’s most successful social posts ever.