PEPSI MUSIC WAVE — Pepsi KSA via FuegoPlay - Creative Direction, Ad Campaign, Generative AI Integration, Visual Identity.
The Challenge How to reinforce Pepsi’s historical synergy with music in the fast-evolving cultural landscape of Saudi Arabia? The goal was to transcend traditional advertising by creating a visual language as immersive and high-energy as a live concert.
The Creative Response
I directed an audacious visual campaign that merges raw musical energy with sharp brand precision. By leveraging a vibrant, high-contrast palette and dynamic motion-inspired graphics, we captured the pulse of the event. To push the boundaries of creativity and speed, Generative AI Midjourney was integrated into the workflow to explore complex textures and lighting effects, then refined through Adobe Suite for a polished, premium brand finish.
The Impact
A seamless omnichannel experience that dominated physical and digital touchpoints. The result was a heightened brand resonance among the youth, positioning Pepsi not just as a sponsor, but as the heartbeat of the Saudi music scene.
