This was 2017. Gen Z were just entering the market. This was for them.

The brief was to launch this new product line globally with a big CPG TV spot. My partner and I ran this project from pitch to final delivery. We had a bigger idea in mind.

For a product that couldn't be defined, neither could our content. We made refreshing and unique work for a refreshing and unique beverage.

We came back to them with 100ish mobile-first thumb-stopping pieces of content. Social, Digital, TV, Cinema. It went everywhere, in every 5 second denomination you can think of, stitched together like legos.

It indexed 10x higher than PEPSICO's baseline on social for every possible metric they threw at it and has become a case study for how they launch new products to new audiences.