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Mijn werk bij Pepsi Co. was geconcentreerd als 360 Brand Designer binnen de Tea Brands en het Pepsi Lipton Partnership. Ik heb multifunctioneel samengewerkt met wereldwijde bureaus en interne groepen van macro- tot microniveau om doelgerichte merkcampagnes te creëren voor het meest premium merk in de Pepsi-Lipton-portfolio.
Van influencer-bereik, out-of-home-activeringen, pakketontwerp, merkopbouw en innovatie - mijn rol bij PepsiCo dient als een enorme groeiperiode voor mij als ontwerper. Met de rijkdom van mijn eerdere ervaring in de DTC-startupruimte en het werken bij mijn bureau, heb ik mijn arsenaal echt kunnen verfijnen bij zo'n groot bedrijf met zo'n breed scala aan mogelijkheden. Ik moest echt eigenaar worden van een merk en het helpen ontwikkelen via de post-COVID-consumentenmarkt om eind 2021 de grootste inkomstenbron van de theeportfolio te worden. De ervaring die ik in huis heb opgedaan is van onschatbare waarde en stelde me in staat om een meer overkoepelende, uitgezoomde, visionaire lens tot ver buiten de pixel.
360 CAMPAIGNS
My work at Pepsi leaned heavily on well thought-out 360 campaigns. On the tea brands team, our brand ethos had a heavy hand in the direction of our content. Our campaigns were on billboards, on digital, in magazines, and sometimes even on LinkedIn.
PURE LEAF
NO GRANTS
MY ROLE
My role in this campaign included establishing a partnership and co-branded style guide that influenced all campaign asset collateral at every touch point. This included photography direction, supers, co-branded assets, and maintaining visual cohesion across Television, Digital, Social, and OOH.
THE CAMPAIGN
Pure Leaf “No” Grants campaign is dedicated to ensuring society allows women the space to say no - by celebrating and removing barriers so women can finally say yes to their well-being. We partnered with Allyson Felix, and the Fair Play coalition to spearhead this campaign.
8.1B+
EARNED IMPRESSIONS
850+
GRANT APPLICATIONS
900M+
ORGANIC IMPRESSIONS
LOWER SUGAR
LAUNCH
MY ROLE
From concept to completion, I helped build the brand architecture for our Lower Sugar product line. My role in the launch included: Package design, KVs, directing photo shoots, organic campaign strategy, working with agencies for OOH activations, & overseeing visuals across all touchpoints.
THE CAMPAIGN
The latest and greatest launch of Pure Leaf's portfolio is our Lower Sugar collection. This launch campaign was massive for the brand as it stretched the existing brand architecture further than before. With new colors, tone, and product - the creative options were boundless.
15B+
EARNED IMPRESSIONS
+300%
CATEGORY SHARE
950M+
ORGANIC IMPRESSIONS
![DDBNY6_P7207_PLLS_CHI25_Jefferson-Randolph_40x20_02[1][2].jpg](https://static.wixstatic.com/media/ab6e08_47141de1e3654454bbee5e03379310cf~mv2.jpg/v1/fill/w_194,h_389,al_c,q_80,usm_0.66_1.00_0.01,enc_avif,quality_auto/ab6e08_47141de1e3654454bbee5e03379310cf~mv2.jpg)
INTERNATIONAL WOMEN'S DAY
MY ROLE
My role in this project included scouting talent, concepting artwork for 2 cross-country installations, working with agencies to stay in-budget, managing influencer outreach, and capturing and editing all collateral for social channels.
THE CAMPAIGN
From concept pitch to execution, I spearheaded our purpose-driven campaign of the year with our national International Women's Day Murals. I scouted the original artists from Instagram and helped guide & direct the process.
380M
EARNED IMPRESSIONS
377M+
INFLUENCER IMPRESSIONS
600M+
ORGANIC IMPRESSIONS
PACKAGE DESIGN & LABELS
A standard timeline of Package Innovation at Pepsi included: Concepting, focus groups, applying learnings, design application from bottle to multipack, campaign extrapolation, and final execution.
Tech Stack
Adobe Illustrator, Miro, PANTONE
PAID & ORGANIC SOCIAL
All shot and edited in my Chinatown apartment during COVID.
MASTER GRAPHICS & TVC SPOTS
![PL_MBV_KV_CORE_HORIZONTAL_V2[43035].png](https://static.wixstatic.com/media/ab6e08_758b9dc5a6164620abb5bd1d28f1beed~mv2.png/v1/fit/w_2354,h_1335,q_90,enc_avif,quality_auto/ab6e08_758b9dc5a6164620abb5bd1d28f1beed~mv2.png)
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