Pepsi Max

Pepsi Max · The Choice - Super Bowl Ad

Pepsi Max presents 'The Choice,' a spot produced for the Super Bowl featuring a mix of live-action and digital character work. The narrative follows a polar bear navigating two distinct environments, shifting from a minimalist studio setting to a comedic therapy session. The project leans into professional cinematic lighting and detailed fur textures, with VFX integration serving as the backbone for the character performance. The creative development was led by PepsiCo Content Studio and BBDO Worldwide, with production handled by hungryman US and post-production by Framestore - New York.

Pepsi Max · The Choice - Super Bowl Teaser

Pepsi Max presents a teaser for its upcoming Super Bowl campaign, The Choice, a commercial spot that leans into the brand's history with blind taste tests. The film centers on a clean, minimalist aesthetic, utilizing bright commercial lighting and live-action technique to frame the narrative. The project, produced by hungryman with creative agency BBDO New York, features a stark, white-room setting where product placement is juxtaposed with a blindfolded polar bear. The edit focuses on high-contrast visuals and bold typography to engage viewers.

Pepsi Max · The Choice - Super Bowl Ad

Pepsi Zero makes a bold play in the beverage space with their Super Bowl spot titled The Choice, a narrative campaign that seamlessly blends high-concept humor with sophisticated visual storytelling. The project leans into a playful juxtaposition, casting an anthropomorphic polar bear as the central protagonist navigating the human world, from a sterile, high-key taste test environment to the nuanced comfort of a dimly lit therapy session. This commercial leverages a complex hybrid of live-action technique and cutting-edge 3D render and CGI to achieve a grounded, realistic performance from the bear, ensuring the character’s comedic timing feels both tangible and expressive. With world-class post-production and VFX expertise from Framestore and Company 3, the production team succeeds in maintaining a consistent brand identity while pivoting between varied aesthetic moods. The collaboration between BBDO New York and the production house hungryman captures a distinct lifestyle tone, utilizing sharp cuts and kinetic motion to keep the pace brisk and engaging for a mass-market audience. By moving beyond a traditional product showcase, the creative team centers the narrative on the bear’s internal emotional journey, making the transition between the clinical bright environments and warmer wood-paneled sets feel intentional rather than jarring. This ambitious campaign effectively positions the brand as a modern, self-aware challenger in the competitive landscape of big-budget sports advertising.

Pepsi Max · The Choice - Super Bowl Ad - VFX Breakdown

When Pepsi Zero took to the stage for its high-stakes Super Bowl spot, the result was a masterclass in blending live-action performance with cutting-edge digital craftsmanship. The project centers on the character of Gavin, a polar bear whose surprisingly human charm relied on a complex production pipeline that prioritized seamless integration. By utilizing a comprehensive VFX breakdown, the production highlights the iterative journey from raw motion-capture performances to the final, hyper-realistic CGI fur rendering. The commercial, helmed by the creative team at BBDO New York, leans into a clinical aesthetic, utilizing a clean, modern, white studio space that allows the character work to take center stage without distraction. This choice of environment serves as a stark, minimalist backdrop that amplifies the technical sophistication of the 3D render and VFX work executed by Framestore. As the film progresses, the viewer sees the transformation from point clouds and wireframe data to the final polished animation, emphasizing the interplay between light and texture. With additional post-production expertise from Company 3, the final output feels both grounded and fantastical. Ultimately, the spot stands as a polished example of modern commercial storytelling, proving that even a product-focused beverage campaign can achieve remarkable emotional resonance through disciplined post-production, precise motion graphics, and a commitment to character-driven visual effects.

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