For Powerade, ahead of the Milan-Cortina 2026 Olympic and Paralympic Games, we explored the deeper, more human side of sporting performance.

Through the stories of four exceptional athletes – Federica Brignone, Patrick Feurstein, Ingrid Landmark and René De Silvestro – we explored the balance between physical preparation and mental strength.

A visual journey through adverts and photographs in which discipline, mindset and hard work reflect the brand’s values.

This cross-media project came to life across digital channels and the pages of major national newspapers, celebrating not only victory, but the journey required to achieve it.