Pepsi Crave

Make the product carry the desire.

Pepsi needed imagery that could work as a campaign film and as individual assets for regional teams. The creative challenge was to find fresh ways to show a familiar product, with each shot contributing to the progression from craving to satisfaction.

I wanted the cola to feel active and irresistible. The Garage joined the creative development early, helping the team explore what engineering, high-speed photography and motion control could make possible.

Work out what the cola could do.

The team developed rigs to propel and shape the liquid, capturing crowns and vortices at high speed. The force and texture of those shots, cut with glimpses of people, gave the film its appetite and momentum.

Give regional teams something to work with.

Each asset needed to hold up on its own and fit within the larger campaign. The team also planned for different packaging and logos, giving Pepsi’s regional teams ways to adapt the footage while preserving the product detail.