GIFORADE

200+ GIFs. One Day. 118 Million Views.

A Super Bowl promotion that launched the day before the big game — and became the most-viewed brand on Giphy in a single day. Ever.

118M Views · Day One Super Bowl 2018 Cannes Lions · Bronze Clio Gold

The Campaign

A SUPER BOWL CAMPAIGN UNLIKE ANY OTHER.

Giforade was a Super Bowl promotion for Gatorade built entirely around the Giphy platform. The concept was simple and explosive: flood Giphy with over 200 branded GIFs the day before the Super Bowl and let the internet do the rest.

The team — myself and ten video editors — produced the entire library of GIFs and launched them onto Giphy in a single coordinated drop, perfectly timed for peak Super Bowl conversation.

The results were historic. Nearly 80% of all views were earned organically — people chose to share these GIFs without any paid push. The campaign didn't just succeed; it rewrote what was possible for a brand on a platform nobody had fully cracked before.

Client

Gatorade

Platform

Giphy.com

Launch Date

Day Before Super Bowl 2018

Team Size

11 Video Editors

GIFs Produced

200+

Day One Views

118 Million

Views in 8 Weeks

420 Million

Organic Views

~80%

Media Buy

Very Small

118M

Views in a single day — more than the Super Bowl itself

200+

Branded GIFs created and launched on Giphy

420M

Total views within 8 weeks of launch

~80%

Of views earned organically — no paid boost

My Role

PROJECT MANAGER & EDITOR.

I managed the project end-to-end alongside a team of ten video editors, coordinating the production of over 200 branded GIFs on a tight Super Bowl timeline.

From briefing the creative team to overseeing the final upload push to Giphy, the entire operation had to be executed with precision. The window for maximum impact was narrow — launch too early or too late and the cultural moment passes.

We hit it perfectly. The GIFs landed the day before the Super Bowl, embedded themselves into the conversation, and spread organically through millions of shares, reactions, and replies.

My Title

Project Manager & Video Editor

Responsibilities

Team coordination, production oversight, GIF editing, Giphy upload strategy

Team

11 video editors total

Platform

Giphy.com — zero-to-Top-10-Brand in one day

Key Achievement

Most views in a single day by a brand on Giphy — ever

Campaign Video

WATCH THE CAMPAIGN

Giforade - YouTube

Giforade HQG Studios

Giforade · Gatorade × Giphy · Super Bowl 2018 Campaign Video

The Work

FAVORITE GIFs FROM THE CAMPAIGN.

A selection of standout GIFs from the 200+ produced for the campaign. Each one crafted to be shareable, on-brand, and built for the Super Bowl moment.

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Recognition

AWARD- WINNING WORK.

Cannes Lions2018

  • Bronze
    Social & Influencer — Food & Drinks
  • Bronze
    Entertainment — Excellence in Audience Engagement or Distribution Strategy for Sports Entertainment
  • Shortlist ×6 Six additional shortlist recognitions

Clio Awards2018