Working with Bloom and Pepsi Max we were tasked with creating this refreshing imagery for its ‘Superior Taste’ global campaign. We were approached to create this is CGI as the benefits far outweighed going down the traditional photography route.
We developed the master liquid, bubbles and ice as one adaptable file to composite various different bottles and cans (all created by PICS) for different markets.
THE BRIEF
Bloom, London.
Crave appeal through photo-realism translates to any language or culture around the world. For this Pepsi Max global campaign, PICS were tasked to create a consistently refreshing, unquestionably real set of images in CGI that we could efficiently adapt in-house for different markets. Blind tests consistently confirmed that Pepsi Max’s superior flavour out-preformed both Coke and Original Pepsi. Capturing these exceptional flavour cues with a reassuring but atypically vibrant colour palette (specifically for markets where sunlight hours are limited) was critical.
Between Bloom and Pepsi Max the smart decision to brief us for a CGI project-process was already made. It was clear for a project of this scale that traditional photography would have led to a lengthy process and an expensive and inflexible output. Integration of our master file with the suite of CGI product imagery could be modelled in any number of required combinations. As shown below in the macro shots, the detail and accuracy we were able to capture with the mastery of CGI was essential to making sure we delivered on the delicious crave-appeal cues so critical to marketing within the drinks sector.
