Industry
FMCG / Beverage
Deliverables
Creative Concept & Campaign Strategy
Social Content & OOH Assets
Audience Targeting & Messaging Framework
Year
2024
Location
Sydney, Australia
Read case study below
Reimagining movement in the digital space.
This campaign flips the script on wine-and-dine traditions. I developed the creative concept and strategy for Pepsi Max’s bold reintroduction as the ultimate alcohol-free pairing, designed to own food moments without compromise. We framed Pepsi Max as a flavor-forward, confident choice for Gen Z and food lovers who crave more from their meals, minus the alcohol. With cheeky copy and visually-rich content, the storytelling positioned the product not just as a drink, but as a cultural upgrade.
Rooted in Gen Z values and behavior, the campaign strategy spanned OOH, social, and digital platforms, meeting the audience where they scroll, snack, and share. The design direction fused vibrant food imagery with punchy typography, echoing the brand’s bold personality while ensuring it visually cut through. Presented to Pepsi and global creative directors during D&AD Shift, the concept earned strong recognition for its originality, cultural insight, and campaign potential.