Live For Now was the first global campaign in Pepsi's 80 year history.
I had the privilege of creating the entire brand book and style guides for the company to be integrated into all work worldwide. Pepsi had always been a company about the spirit of youth, pop culture, and optimism. Leaning into that DNA, they strategically wanted a campaign that empowered people across the globe to live in the moment. Working with TBWA's global network, we led the creative, and guided the research and testing until we came up with the universally resonating "Live For Now" idea. Partnering with Jeremy & Claire Weiss, we created a photo series to be used across all communications that showed real people (not actors and models) embracing the now. In an era of fancy water bottles and coffee cups, we also sought to make it cool to hold the can again. The grid system was built to give inspire people with glimpses of life in an iconic and ownable way for Pepsi.