Kendrick Lamar: Gatorade Person of interest *

CASE STUDY:

During the time that Kendrick Lamar was dropping diss tracks on Drake, he had called out the brand Gatorade. As a creative leader at Gatorade this perked my ear, and I immediately saw the energy around Kendrick Lamar and his diss tracks. There was an honesty in him that people were connecting with, and an attitude that felt very ‘of Gatorade’ to me. I was looking for ways to connect the brand to Kendrick, and as the energy around Kendrick’s 5 tracks grew, so did the ideas I chose to pitch to the Gatorade Creative Team.

What I Did:

Led all creative strategies, executed all visuals, and presented all work to high-level executives and external agency partners to prove out the relevancy of our brand voices and tones, and share an expanded vision of how Gatorade and Kendrick Lamar can productively work together as business brands. I did this through a “Haterade” Concept and a sideline towel design to accompany his performance after it was announced he was the Half Time Show performer for 2025.

 * everything represented on this page is speculative work. Meaning this work has not been produced, sold or manufactured by Gatorade, nor Kendrick Lamar and PgLang.

this work is a representation of concept art as executed by Lauren Versino, and is not intended to be sold, developed or used for any monetary gain.

May 2025: Gatorade feat Kendrick Ad.

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