Amateur athletes are always looking to improve their performance.

Good hydration is very important to achieve those goals.

That's why Powerade is always trying to empower amateur athletes to train ever harder and non-stop, because it gives them the necessary hydration to perform as high-performance athletes.

We needed to generate incredible photographs of amateur sportsmen doing sports that make you feel that them are train as high competition athletes always making their amateur category fully recognizable.

So, that´s exactly what we did.

This is a campaign that was aired in the entire Latam Region, so we also needed to shoot in locations that feel really common to Peruvians, Argentinians or Colombians.

So, we went to Madrid to shoot the campaign.

We developed everything in Black and White because we wanted to generate a beautiful contrast between the black and the blue of the Brand Label the picture.

Creating a strong visual brand identity.