03 / PEPSI · POP AROUND THE WORLD
One Can.
Global Reach.
A five-city film idea becomes a creator-led social relay. One recognizable gesture lets new people, languages, and places enter the campaign without repeating the same cast.
01 / THE FILM
Five cities.
One continuous idea.
The campaign spans New York, Tokyo, Moscow, Bangkok, and London. The current working cut concentrates on four city scenes; each belongs to its own place, while the pass gives the film a clear through-line.
Four-city development cut from the five-city campaign concept. The final transition and product handoffs are still in progress.
02 / THE SOCIAL HANDOFF
The pass
is the post.
Receive → sip → send. The hero film supplies a behavior that creators can pick up in any market and any order. The can arrives at a consistent visual point; the personality and place around it change.
03 / THE LOCAL LAYER
The script changes.
The idea doesn’t.
Localized pack and type treatments let the same action travel. The product remains easy to recognize while each market contributes a different face, street, and voice.
04 / THE CAMPAIGN SYSTEM
One gesture.
More ways in.
The film is the beginning, not the whole campaign. City cutdowns, vertical creator handoffs, language-flip loops, and localized pack drops all grow from the same transfer moment.
The can enters the frame.
Each creator makes the moment their own.
The fixed handoff point joins the next world.
New cities and creators extend the chain.
Creative direction: Keep can scale, wet texture, label legibility, hand position, eyeline, and motion coherent at the join. Those production choices are what make the idea expandable rather than simply repeatable.
Campaign origins: developed from Russell Sinclair’s Pepsi account work at BBDO. This AI-directed film and social expansion is an independent portfolio exploration, not a commissioned or endorsed Pepsi campaign.
THE WORKING DECK
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