Art Direction & Design

Pepsi has seen a lot over the years – they were in Wayne’s basement, in Cindy’s hand, even on Ray’s piano. In 2018, Pepsi celebrated their heritage and the special role they have played in shaping pop culture throughout each generation.

The first phase of this campaign included retro packaging and the launch of the “This Is The Pepsi” ad campaign to reignite passion of Pepsi consumers. We designed a system to represent Pepsi’s staying power from generation to generation and connected media to shelf. Pepsi’s iconic packaging took center stage in the “billboard meets wild-posting” aesthetic, giving glimpses into the brand’s remarkable past while simultaneously nodding to the present and future.

The second phase focused on Pepsi’s incredible role in pop music throughout the years and highlighted some of the music icons Pepsi has worked with on packaging and in-store POS.