PEPSI FÚTBOL U.S. HISPANIc

Pepsi's global "For the Love of It" UEFA Champions League campaign was built around Messi and Salah, two of the biggest names in football. Our job was to make it land specifically for U.S. Hispanic fans, an audience for whom the sport isn't just entertainment, it's identity.

I worked on adapting the international creative for the U.S. Hispanic market, bringing in Giovani dos Santos and Hirving "Chucky" Lozano alongside the global talent, two players who carry genuine cultural resonance with that audience. The work lived under the established U.S. Hispanic platform "Es Lo Que Quiero" keeping the in-market experience consistent while making the campaign feel like it was made for that audience specifically. Assets spanned key visuals, OOH, in-store point of sale, and toolkit materials for local activation.

Getting the cultural translation right mattered more than the execution itself. Anyone can swap a face. Making it feel like it was made for you is a different thing entirely.