Case study
Togetherness with every toast.
A Chinese New Year visual story that celebrates family reunion tables, prosperity rituals, and the sparkle of PEPSI at the heart of the celebration.
- Role: Campaign Photography, Creative Direction
- Timeline: 3 weeks
- Deliverables: Hero Stills, Social Cutdowns
PEPSI CNY — Reunion, prosperity, refreshment
This campaign captures the warmth of Chinese New Year reunions by weaving PEPSI into table spreads, gifting moments, and evening celebrations. Every frame balances glowing reds, festive golds, and the familiar blue that signals a refreshing pause amid the festivities.
We focused on authentic family rituals — lighting lanterns, preparing reunion dinners, exchanging ang pau — and composed each scene so the product naturally supports the story. Practical lighting and rich colour grading created depth while keeping skin tones and product highlights vibrant.
The result is a library of imagery that brands can deploy across OOH, in-store, and social channels to keep the energy high throughout the festive window. Each asset is optimised for quick reuse with layered files, alternate crops, and motion guidelines for animating key art.
By grounding the visuals in real celebration moments, the campaign reinforces PEPSI as the beverage that keeps gatherings lively, modern, and full of togetherness.
Campaign
4Built for festive marketing teams
The asset kit includes hero stills, portrait crops, animated key visuals, and motion-safe layers so brand and trade teams can adapt creative quickly for store takeovers, DOOH loops, and social story placements.
Colour, typography, and motion cues are documented so regional teams can localise without losing the festive tone or premium feel.
Campaign
3““The visuals feel true to reunion nights while giving us bold, modern energy.””
Brand Marketing Lead
Planning festive work? Let’s build a campaign that connects tradition and hype.
Next projectPEPSI CampaignCelebrating moments with refreshing energy.