Pepsi Black

2019

Working with Pepsi to reimagine a core component of their marketing initiatives, “Cola Expression.” The classic cola pour was not going to cut it for this matte black take on Pepsi Black.

A fresh “Cola Expression.”

We set strict rules: everything had to be captured in-camera using the most advanced motion control techniques to explore a fresh “Cola Expression” for a new generation.

Social First Approach
With over 50 social deliverables and extensive localization for a global social takeover, we led with a modular narrative structure that could drive the entire creative process for the campaign.

The key visuals for the new brand launch featured lifestyle photography, iconography, copy, product, “Cola Expression," and kinetic type. Our solution was an editorial mashup that layered everything together for maximum impact. And zero sugar, of course.

Bold. Daring. Vibrant. Quick-witted.

These were our North Stars as we introduced each new element into our visual language. Our “Cola Expression” went through rounds and rounds of test shoots and rigs to find an ideal shot list that pushed the envelope for how liquid is captured in this space.

Credits

BUCK

Executive Creative Director

Orion Tait

Executive Producer

Anne Skopas

Creative Director

Alex Mapar

Ben Langsfeld

Thomas Schmid

Yker Moreno

Senior Producer

Kevin Hall

Production Coordinator

Jenny Morris

CG Supervisor

Bill Dorais

Storyboard

Alex Mapar

Ben Langsfeld

Fede Reano

Rasmus Bak

Vero Gomez

Yker Moreno

Previs

Anton Tokar

John Karian

Pete Hamilton

Animation

Alex Perry

Fede Reano

Gavin Shapiro

Gonzalo Menevichian

Hogan Williams

Jordan Scott

Vero Gomez

Houdini

Chris Ribar

Lighting

Chris Phillips

Compositing

Chimin Yang

Jose Fuentes

Jose Fuentes

Editor

Peter Brandi

Live Action

Producer

Amita Starosielski

Halie Graham

Director

Steve Giralt

Food Stylist

Jen Beauchesne

Food Stylist Assistant

Sami Ginsberg

Prop Stylist

Paola Andrea

Motion Control Operator

Jerry Andrews

Motion Control Assistant

Tomoya

DIT

Dan Gottesman

Assistant Camera

Cole Slutzky

1st Assistant

Will Kelly

2nd Assistant

Dominick Mull

Special Effects Supervisor

Matthew Huber

Shadi Best

Audio

Original Music & Sound Design

Antfood