Gatorade // 41 STEPS

When Usain Bolt hung up his track spikes for good, it wasn’t the training, the cameras or even the Scrooge McDuck-sized swimming pool of gold medals that he would miss the most.

It was his fans.

So on the day of his last race, we ran an Instagram social installation that let 11 million of them run along with him… using their fingers.

In a collaboration with ILOVEDUST, we created 41 pieces of unique art, each, one for each step Usain took in his history-shattering 9.58 second world record race. Each illustration was crafted to represent a specific moment or milestone in his mind-blowing career. 

Then, we used the art to create Instagram’s first ever Stories flip book.

The challenge was simple: Tap as fast as you can to find out if you can move your fingers as fast as Bolt can move his feet.




Agency: TBWA\Chiat\Day LA

Chief Creative Officer: Renato Fernandez

Creative Directors: Mark Peters, Doug Menezes

Senior Creatives: Ben Tolbert, Paulo Cruz, Chris Juhas