I started on the Pepsi when Obama was first elected in 2008 and I continued working on it until 2012 when he was re-elected. I moved up from art director to ACD and finally Creative Director where I was in charge of Diet Pepsi's Sofia Vergara work and the first ever Global Pepsi Campaign. I also headed up the Pepsi Refresh Project from infancy until execution in addition to a number of other Pepsi brand projects.
PEPSI'S FIRST GLOBAL CAMPAIGN
Pepsi had always been a company about the spirit of youth, pop culture, and optimism. Leaning into that DNA, we created a campaign empowered people across the globe to live in the moment. From there the idea "Live For Now" was born. Partnering with Jeremy & Claire Weiss, we created a photo series to be used across all communications that showed real people (not actors and models) embracing the now. In an era of fancy water bottles and coffee cups, we also sought to make it cool to hold the can again. The grid system was built to give inspire people with glimpses of life in an iconic and ownable way for Pepsi.
For Pepsi's first-ever global campaign, we tapped into what was truly unique about the brand - being on the pulse of pop culture and living in the moment. At it's best, Pepsi has always defined and elevated the current musicians and celebs of the time. The brand's line, LIVE FOR NOW, was something we researched all over the world. It was a positioning that resonated with consumers who felt that Pepsi truly was a catalyst for living in the moment and making the best of the time you have.