PEPSI SUPERBOWL LX
As part of PepsiCo’s creative team for Super Bowl LX, I contributed to the development of a flagship key visual designed to capture the cultural and geographic essence of San Francisco on one of the world’s biggest stages. Centered around the iconic Golden Gate Bridge, the work bridges Pepsi’s bold brand language with the spirit of the Bay—celebrating energy, scale, and place.

The visual system anchored a broader citywide takeover, extending across out-of-home placements and experiential touchpoints throughout San Francisco—including a large-scale activation at Pier 39 that brought the campaign to life at street level. Designed to resonate both in situ and at broadcast scale, the piece balances brand presence with a sense of occasion—marking Pepsi’s continued legacy at the intersection of sport, culture, and entertainment.