Pepsi x Gladiator II
Nearly 20 years after Gladiator helped define a cultural moment for Pepsi, the brand returned with a global campaign tied to Gladiator II and the NFL season.
The opportunity was to unite film, sport, and music through a cinematic brand system designed to live across product, retail, and culture.
We built a cinematic visual system that fused the grandeur of ancient Rome with Pepsi’s contemporary identity.
The system translated storytelling across product and experience — balancing scale, craft, and collectibility while connecting film, sport and retail into a unified brand expression.
My Role
Led creative direction across the 360° design system — spanning key visuals, limited-edition packaging, retail, PR kits, and campaign integration across partners and platforms.
Photography
Cinematic portraiture captured talent with heroic scale and grandeur.
Every detail was carefully considered — warm, golden light, the grit of the colosseum, and meticulously crafted styling. The imagery carries a sense of intensity and focus, pulling the viewer deeper into the world.
Photography - Pari Dukovic
CGI - Framestore
Collectible System
A series of limited-edition cans and premium kits turned the campaign into a collective experience.
Each can featured custom illustrated details with portraits of talent, layered with symbolic detail and narrative references.
Secondary packaging drew from the physicality of Roman architecture — columns, plinths, and colosseum-inspired forms — translating the world into tangible objects.
Tactile inks, specialty varnishes, detailed marbling techniques, and gold accents reinforced a sense of authenticity and craft, elevating each kit into a premium, collectible artifact.
Impact
Campaign generated 20B+ impressions across media and platforms
Premiered during NFL Kickoff, amplifying cultural reach at scale
Drove strong engagement through premium collectibles, retail presence, and integrated storytelling
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