Pepsi "Crave"

In this brief 30 second journey we get tense, pop-you-out-of-your-seats moments of anticipation that make us feel alive — unexpected, visceral, kinetic cola shots are juxtaposed with flashes of humanity to elicit our primal thirst.

Pepsi needed a dynamic asset library of cola shots that would function as both a kit-of-parts for their “Crave” campaign and the building blocks for their hero film. These unique, multi-functional cola shots needed to work as separate assets for their global teams to build regional content. Each shot had to work hard to illustrate “the essence of cola”, and reflect the emotional journey of the audience — crave, consumption, and satisfaction.

In order to deliver a fresh look, we leveraged the technical expertise of The Garage, our production partners during story development. We had multiple brainstorm sessions in order to conceptualize what the shots could be. With their extensive knowledge in motion control and high-speed footage capture, we were able to realize these new possibilities.

The “Crave” campaign was an awesome collaboration and creative endeavor involving complex physical rigs to propel and activate cola in exciting new ways and we captured the results with innovative motion control cameras.

Preparations needed to be made in order to make this footage work for all the various Pepsi teams across the globe. Every can and bottle represented in the film needed to be flexible enough to allow the swapping in and out of different Pepsi logos while still maintaining the refreshing ice and condensation. The footage below illustrates our process.