PEPSI FÚTBOL U.S. HISPANIc

Pepsi's global 2018 "Love It. Live It. Football." campaign featured some of the biggest names in the game, Messi, Marcelo, Kroos, Carli Lloyd. Our job was to make it resonate with U.S. Hispanic fans in a way the global campaign simply couldn't on its own.

I worked on bringing Giovani dos Santos into the campaign as a full creative equal. That meant developing the distinctive illustrated artistic overlays built around Gio specifically, capturing his spirit, character, and energy in a visual language that felt genuine to that audience. The work gave him a presence as bold and considered as any player on the global roster.

Assets rolled out across key visuals, standees, in-store point of sale, and OOH, feeding into the broader "Pepsi Generations" campaign and giving U.S. Hispanic fans a version of the work that felt like it was made for them.