PEPSI FULL OF DETROIT SOUL

Pepsi had called Detroit home for more than 80 years, manufacturing, community partnerships, over $1 million in local investment. "Full of Detroit Soul" was the creative platform built to honor that relationship and shift the perception of a city too often defined by its headlines.

As Associate Design Director, I was part of the team that brought it to life as a fully integrated, multi-year platform. The work touched everything, limited-edition packaging launching on Detroit Day (3/13), citywide OOH featuring original work by local artists Désirée Kelly, Ndubisi Okoye, and Sydney James, a dedicated digital hub at FullofDetroitSoul.com, film content, and a partnership with musician KEM. We extended the platform through Detroit Black Restaurant Week, creating OOH and content that spotlighted Black-owned restaurants across the city. The campaign was also built as a reusable creative system, designed to carry the brand through seasons and future programs, not just a single moment.

The results landed accordingly: 600M+ impressions, a 10.4% year-over-year sales increase, and recognition at Cannes, the One Show, a Gold Effie, Silver Reggie, and Gold ADDY.