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    Top Spot of the Week: Jaci Judelson Directs Serena Williams To Kick Off Gatorade’s #SistersInSweat Campaign

    By SHOOTUpdated:No Comments4089 Views

    Jaci Judelson of Tool directed this emotionally moving film kicking off Gatorade’s #SistersInSweat campaign from TBWAChiatDay. Starring Serena Williams holding her recently born baby girl (actually a double for her baby), the piece shows the tennis superstar imparting an important message to her child: “I won’t mind if you play tennis badly. I won’t mind if you never choose to pick up a racket,” she says. “But I beg you in this game of life please keep playing.” 

    The film points out the importance of sports in a person’s development, teaching teamwork, self-sacrifice, instilling a strong work ethic. The campaign also highlights other successful women, such as CEO and designer Tory Burch, actress Allison Williams, YouTube executive Susan Wojcicki and Teen Vogue editor-in-chief Elaine Welteroth, all who have participated in various sports teams in their youth. 

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    Credits

    Client Gatorade Agency TBWAChiatDay Mark Peters, Kirsten Rutherford, creative directors; Stephanie Johnson, art director; Paula Henzel, copywriter; Ian Mitchell, producer. Production Tool of North America Jaci Judelson, director; Brad Johns, exec producer; Oliver Fuselier, Dustin Callif, managing partners/exec producers. Editorial Whitehouse/Carbon Chris Murphy, editor; Jennifer Mersis, editorial producer. Music “Girl On Fire” by Alicia Keys  Pivot Audio, West Hollywood, Calif. Neil Devlin, Jonas Holst, executive producers; Guy Amitai, music producer; Roma Otto, arrangement; Lawrence Horne, sound designer; Dana Winter, vocals.
     

     

    Media Type:Film: Short
    ScreenWork Categories:Short film
    Screenwork Type:Top Spot
    Video Tags:Jaci JudelsonTBWAChiatDayTool of North America



    TDA Boulder, Director Michael Downing Tackle Banking Clichés In “No Nonsense” Campaign For First Interstate

    Thursday, August 27, 2026

    Indie ad agency TDA Boulder has unveiled “No Nonsense Banking,” its debut campaign for new client First Interstate Bank. The rolling launch runs through the end of the year, and spans across 10 states.

    The batch of spots includes this one titled “Every Step,” epitomizing a call to end the nonsense. “Every Step” opens on a couple experiencing life’s biggest moments (marriage proposal, first child, a kid learning to drive, and packing up for college). Each meaningful moment, though, has one odd addition: their banker is actually really there, experiencing those moments with them. The unexpected inclusion calls out the cliché that banks love to be with you every step of the way, even in life’s most intimate moments. The spot lands on the twist: First Interstate isn’t promising to be there for every step; just the ones that matter, with a straight answer and a real person on the other end.

    Michael Downing directed via The Sweetshop x Chirp Films.

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