PEPSI Music Wave, Art Direction · Advertising Campaign · Generative AI
Pepsi sought to strengthen its historical bond with music among a new generation of consumers in Saudi Arabia. The objective was to develop a visual territory capable of expressing the energy of the contemporary music scene while respecting the brand’s core identity.
Art Direction
I designed a visual identity inspired by the movement, rhythm, and light of live performances. The graphic system is based on a vibrant color palette, dynamic compositions, and textural work, all designed to visually translate the energy of music across all campaign materials.
Creative Process
Generative AI was utilized during the research phase to explore various visual directions, textures, and lighting atmospheres. These visuals were then developed and finalized using the Adobe Suite to ensure graphic consistency and high-quality execution across all deliverables.
Result
A cohesive campaign deployed across multiple digital and physical touchpoints, strengthening Pepsi’s visual expression within the music landscape.
