Earlier this year, Gatorade announced the return of its iconic “Is It In You?” tagline. To celebrate the 2024-25 NFL season, I worked with art director Kelsey Isla on a Gatorade campaign to celebrate the return of America’s Game and introduce Lamar Jackson as the brand’s newest endorser. Inspired by the clap-and-response cadence of Soulja Boy’s “Donk,” I wrote “You Know We Got IT,” a 45-second spot that shows the breadth of football at every level—NFL, flag football, high school, and NCAA— and showcases the players’ internal motivation that fuels them to be the best. We worked with director Stuart McIntyre and shot the film in Toronto back in July.