Pepsi Super Bowl LVIII
Super Bowl LVIII in Las Vegas marked a defining moment to launch Pepsi’s new visual identity on one of the world’s biggest cultural stages.
The opportunity was to bring the brand to life at city scale — through a connected system spanning media, motion, and physical experience during the most competitive week in entertainment.
We built a unified visual system designed to scale across radically different formats — from the largest digital canvas in the world to high-frequency city placements and immersive environments.
The system balanced dimensional motion, high-impact visibility, and cultural relevance — creating a consistent brand presence across the entire city.
My Role
Led creative direction across the 360° visual system — unifying out-of-home, the Sphere, and experiential into a cohesive brand expression across multiple audiences and touchpoints.
Sphere Activation.
A large-scale immersive animation turned the Sphere into a living expression of the brand.
The sequence began with the Pepsi globe as a dimensional object, transitioning into a frozen ice cube to express refreshment. As it melted, fluid motion and kinetic transitions conveyed taste, energy, and momentum — culminating in a bold reveal of Pepsi Wild Cherry Zero Sugar.
The work extended beyond the venue through creator-led content with Zach King, amplifying the moment across social and digital platforms.
Key Visual & OOH.
A bold visual system fused Pepsi’s new identity with the energy of Las Vegas and the Super Bowl stage.
A neon-inspired treatment formed the Pepsi pulse, drawing from classic Vegas signage while integrating with the official NFL Super Bowl LVIII identity. Typography was crafted with dimensional precision, echoing the physicality of real neon.
The system scaled across high-visibility placements throughout the city — creating a consistent and unmistakable presence across both static and digital formats.
Wild Cherry Skate Lounge.
An immersive environment translated the brand into a physical, culturally driven experience.
Developed as a pop-up of Flipper’s Roller Boogie Palace at the Wynn Hotel in Las Vegas, the space blended retro skate culture with contemporary energy through a custom identity system.
The environment featured neon-driven iconography, Pepsi electric blue skates with red laces, and Wild Cherry–inspired finishes — connecting product to culture, music, and nightlife through active participation.
Impact
Established a highly visible, citywide brand presence during one of the most competitive cultural moments of the year
Scaled the new Pepsi visual identity across large-format media, experiential, and retail environments
Drove cultural engagement through immersive storytelling and high-impact placements
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