DONNA LAMAR
exec. creative director/ writer /exec. producer
Float. Sting. is the first time that the Muhammad Ali estate allowed the GOAT's words to be used and remix in a commercial production. Producing legend, Rick Rubin, took Muhammad Ali's already pared down words and gave them a potency and power for this generation. As for Gatorade, Float Like a Butterfly, Sting like a Bee, perfectly captured their need to position G2 as a sports drink for athletes who wanted a lighter taste.
*copywriter