UEFA CHAMPIONS LEAGUE
CONCEPTS • SET DESIGN & BUILD • ART & SHOOT DIRECTION
Whilst Head of Content Creation at digital agency Jaywing I worked across the portfolio of Pepsico brands sponsoring the UCL including concepting and creating social content for the flagship brands of Pepsi and Pepsi MAX. A common creative theme was shared amongst the creative for the UCL sponsored brands, that of celebrating getting together with mates to watch the big game and placing the product at the heart of the action, integral to the moment and an instigator to the fun.
Key moments such as the obligatory champagne spraying celebration after a trophy win provided an opportunity to put a Pepsi spin on the occasion. Involving many metres of polythene sheeting, copious amounts of gaffer tape plus absorbent paper towel and a large sheet of glass, the room was set up to enclose the cast behind the protective wall of sheeting and have a 2ltr bottle of Pepsi picked up and sprayed in the direction of the camera in mock celebration. Shot at high speed, the resulting slow motion footage perfectly captured the emotion of the moment and created a thumb stopping piece of content.
To keep the feed fresh, a variety of content types were created. From stills that placed the product playfully at the heart of the action, through to lopping videos, animated gifs and faux 3D tricks.
Building on the theme of Pepsi being the facilitator of great times with mates, several concepts involved what became termed as "Vine Magic" in reference to the type of content made popular on social platform Vine, when the platform still existed. Adding that little bit of magic provided an element of the unexpected and gave the content a personality and recurring theme specifically associated to Pepsi/Pepsi MAX.
