THE BIG
GAME HOUSTON

No event better captures the essence of PepsiCo than the Big Game—from the diversity of our brand portfolio to our rich heritage of contributing to popular culture. It was a collective undertaking, where the whole became greater than the sum of its parts during one of the most exciting competitions in all of sports.

LIFEWTR: ART AFTER DARK

LIFEWTR Art After Dark was a music-led experiential event that debuted LIFEWTR, a premium hydration brand that exists to inspire creativity.

Concertgoers were immersed in multi-layered experiences. Animations derived from the work of Series 1 artists played throughout the space, including music-generative visuals that were projected onto the façade of the building and on suspended holographic cubes inside. “Artist takeover” spaces covered the walls and floor with pattern.

Gx GYM

An elite training experience was offered to VIP to train like the pros at Gatorade’s exclusive workout facility, featuring a preview of the Gx personalized hydration platform. Guests were aided in understanding their individual sweat profiles in order to maximize performance.

HELLO GOODNESS MARKETPLACE

In collaboration with Architect and Designer Fabio Novembre, we created the Hello Goodness Marketplace featuring PepsiCo’s good-and-better-for-you portfolio. Taking cues from the Hello Goodness brand language, the raindrop and orange shapes were abstracted and dimensionalized as shoppable spaces.

GAME DAY
FAN PLAZA

At the stadium, the PepsiCo NSPIRE™ truck unveiled a fresh new illustration style in black and chrome. Fans created drinks with Pepsi Spire machines and sampled unique recipes from the company’s premier chefs.

The rustic “salvage-pop” Tostitos Cantina hosted chalk talks, samplings and a lively ‘social wall’ complete with a GIF camera for fans to take animated selfies.

LIFEWTR
& VOGUE

LIFEWTR partnered with Vogue to create an engaging influencer dinner that seamlessly flowed into the LIFEWTR Art After Dark event.

The space displayed the artwork of Series 1 artists Craig & Karl, Jason Woodside and an artwork display by MOMO where guests could add their own flare to a collective artistic expression.

PEPSI ZERO SUGAR

We created a limited edition Pepsi Zero Sugar Halftime Show commemorative can for select events in Houston during Game Week. The can features a matte black finish with hand-tooled line art celebrating aspects of Texas culture, music and football. The artwork was carried through to local signage and other elements promoting the upcoming game.

PEPCITY 2017

The PepCity program invited PepsiCo’s top tier customers to an elevated, premium hospitality experience during the Big Game in Houston. The program’s visual identity featured custom XO designs inspired by playbook sketches, illustrations of football players and 3D animations that brought the graphics to life. The PepCity lounge spaces and custom bars left a lasting impressions on all who participated.