Gatorade commissioned a custom, painted truck as part of their “Expression of Bold and Intense Flavors” campaign. Hypebeast documented and produced a video capturing Craig Costello's process, later featured in the Gatorade Fierce web series. The truck was on view for a limited time in Venice, California.
Krink Studio: creative direction, site-specific installation, project management
About Gatorade
The Gatorade Company, a division of PepsiCo, provides sports performance innovations designed to meet the needs of athletes at all competitive levels and across a broad range of sports. Backed by more than a 40 year history of studying the best athletes in the world and grounded in years of hydration and sports nutrition research at the Gatorade Sports Science Institute, Gatorade provides scientifically formulated products to meet the sports fueling needs of athletes in all phases of athletic activity.
About Hypebeast
Hypebeast Ltd. has evolved from a personal passion project created by Kevin Ma to becoming a publicly listed media group in 2016. Standing at the forefront of fashion and culture, Hypebeast Ltd. uncovers the latest, emerging trends and creates a lifestyle universe through highly-curated content and various business offerings that inspires, educates, and connects a global audience. The core motivation of Hypebeast Ltd. is to educate a global, influential audience within the realms of creativity in the context of fashion, arts, design, music in order to inspire, innovate, and drive culture forward.