Gatorade Tells Robert Woods' Story of Inspiration Out of Tragedy
"Born & Bred," a short film from Gatorade profiling Los Angeles Rams wide receiver Robert Woods, opens with this caveat: "Where you're from doesn't define you. But it is a part of who you are. It's about the people who helped shape you—those who helped guide your journey and propel you forward."
Through archival footage and scripted segments, we explore the bond between Woods and his big sister Olivia, who died tragically of cancer in 2007, when Robert was 15. Before she passed, Olivia supplied strength, guidance and selfless support, helping Woods, now 29, stay the course en route to stardom at the University of Southern California and in the NFL.
As the story unfolds, we follow Woods' progress through youth sports, high school, college and the pros. Olivia's final words strengthened his resolve to excel in football and serve as a role model for loved ones, teammates and the next generation.
"My sister's attitude and approach to life as she battled her cancer had a huge impact on me," Woods says. "The doctor told her she only had a few months to live when she was diagnosed, and she ended up living multiple years beyond that. I hope that Olivia's story inspires everyone who watches this film."
"Robert epitomizes what it means to be a Los Angeles Ram on and off the field, and this short film will give fans a glimpse into the experiences, adversity and relationships that have guided him throughout his journey," says Lexi Vonderlieth, the team's VP of brand strategy.
These days, Woods faces a significant challenge, as his season ended in November with a torn ACL. As he rehabs, Olivia "continues to be an inspiration for Robert on his road to recovery," Vonderlieth says.
Shamrock Studio/DLP Media Group director Matt Schlef developed "Born & Bred" with the Rams and Gatorade as part of the PepsiCo brand's "Greatness Starts with a G" platform. The film dropped this week on YouTube and Instagram. (Last year, Shamrock/DLP produced "Fighting for Light, The Concrete Rose," a Rams short that won two Clio Sports Awards.)
For this new production, "we wanted to ground the piece in authenticity and take some chances with the re-enactments to bring a more cinematic vibe to the film," DLP Media CEO Mike Hughes tells Muse. "The team worked hard to get players and coaches from Robert's youth and high school team to participate."
Robert Watson and Scott Altenberg, who coached Woods in his younger days, play themselves. Current members of the Carson Colts and Junipero Serra High School Cavaliers also appear.
CREDITS
GATORADE
Senior Manager, Sports Marketing - Kyle Grote
Associate Manager, Sports Marketing - Megan Quigley
Associate Manager, Social and Culture - Steven Tyler
LOS ANGELES RAMS
Chief Marketing Officer - Kathryn Frederick
Vice President, Brand Strategy- Lexi Vonderlieth
Vice President & General Manager, Media - Marissa Daly
Campaign Project Manager / Player Partnerships - Tiffany White
Coordinator, Player Marketing- Emma McVay
Director, Operations & Strategy, Marketing - Michelle Runch
Managing Producer, Media - Taylor Gilkeson
Lead, Partnership Marketing - Lindsey Melas
Manager, Partnership Marketing - Sarah Teichner
Vice President, Legal Affairs - Todd Davis
Vice President, Corporate Affairs - Joanna Hunter
Manager, Corporate Communications - Chase Isaacs
SHAMROCK STUDIO/DLP MEDIA GROUP
Executive Producer - Michael Hughes
Executive Producer - Greg C. Lake
Director - Matt Schlef
Managing Director - Pete Brown
Producer - Emily Mitchell
Director of Photography - Logan Fulton
Assistant Director - Connor Gordon
Production Manager - Maddy Kim
Production Designer - Juliana Collins
Camera Assist - Travis Shannon
Audio Engineer - Brian Lahiere
Gaffer - Griffin Voth
Key Grip - Adam Linssen
Grip - Salvador Cachu
Swing - Thomas George
Hair & Makeup Artist - Melissa Mestas
Production Assistant - Sanda Castro
Production Assistant - Ivan Palacio
Editor - Lindsay Wilkins
Post Supervisor - Michael Escalante
Original Score - Dan Teicher
Visual Effects - Chicken Bone FX
Colorist - Nick Sanders
Sound Design - Jack Goodman
ATHLETES FIRST
Salary Cap & Marketing - Carmen Wallace
Marketing & Endorsements - Chris Longo
