Pepsi Crave Campaign

What happens when you add handcrafted high-speed propulsion devices, motion-control arms, and a thousand gallons of cola? We think that adds up to one of the coolest shoots ever. That's exactly what we wound up with here for Pepsi's Crave Global Asset Campaign. We crafted a compendium of gorgeous cola footage and freshly branded elements that leveled up to a 30-second hero film.

This 30-hero film takes you on a journey through tense, pop-you-out-of-your-seats moments of anticipation and desire that come alive through unexpected, visceral, forward-moving shots of cola. These beautiful cola shots are juxtaposed with fragments of humanity, eliciting our instinctual, primal thirst for more.

Pepsi needed to create a dynamic asset library of cola shots to function as a hero film and a kit-of-parts for their “Crave” Campaign. These multi-functional cola shots would be fundamentally unique and different from any other they’d captured before. The global teams would use them as separate assets within regional content. They needed to be hard working, illustrate the essence of their product, and reflect the journey of crave -> sip -> satisfaction.

We leveraged the technical expertise of our production partners at The Garage during story development. With their extensive knowledge of motion control and high-speed footage capture, they helped us visualize the shots and realize the possibilities. We had multiple brainstorms to conceptualize what shots could be.

We partnered with our friends at The Garage to leverage their technical expertise during story development. With their extensive knowledge of motion-control and high-speed footage capture, they helped us visualize the shots and realize the possibilities. We had multiple brainstorms to conceptualize what shots could be and worked hand-in-hand to envision this cola journey.

On Set

The Crave Campaign was an awesome creative endeavor. We laid down a gauntlet for ourselves by creating complex physical rigs to propel caramel cola and capture the results with high speed motion control cameras. Here’s a behind the scenes look.