A CG animated polar bear wears a blind fold

The Choice

You’d Be Surprised. 02.08.26.

A CG animated polar bear seen from the neck to waist, sitting at a table. In front of the polar bear are two soda cans

In pre-production, artists researched bears from different regions, studying anatomy, movement, and personality to inform the final designs. On set, the team captured detailed scans, lighting data, and performance reference, then brought it all together through animation, lighting, and compositing, seamlessly placing the bears into the real world while preserving their emotional nuance.

Pepsi The Choice BTS - Taika Waititi using FarSight

Alongside the hero film, we delivered a Times Square billboard activation with bespoke clips tailored for the iconic OOH screens, as well as live social assets deployed on Super Bowl Sunday which extended the creative into real-time cultural moments.

The Result: a fully integrated 360° campaign, from character design and VFX supervision through to final delivery across TVC, OOH and social, exemplifying the power of world-class CG storytelling at scale.

Pepsi The Choice Times Square Billboard

Pepsi The Choice Luxury Box Instagram

Credits

VFX
Framestore
Chief Creative Officer, Worldwide
Chris Beresford-Hill
Chief Creative Officer, North America
Scott Bell
Executive Creative Director
Peter Kain, Marcelo Nogueira
Creative Director
Breno Balbino
Executive Music Producer
Julia Millison
EVP Business Lead
Anna Taylor
Business Director
Meghan Wood
Business Supervisor
Alondra Ibarra
EVP, Group Planning Director
Dayna Uyeda
Planning Director
Kim Evens
Comms Planning Director
Christopher Mikos
Planner
Grace Loughleed
SVP, Project Management Director
Mark Lester
Agency
The PepsiCo Content Studio
Chief Creative Officer
Lou Arbetter
Head of Production
Steve Frechtman
Business Director
Lane Borgida
Executive Producer
Chris Lenz
Production Consultant
Direct Focus
President
Barry Rosen
Production Advisor
Kimera Rosen
Production Company
Hungryman
Director
Taika Waititi
DP
Mike Berluchi
Executive Producer
Kim Dellara
Producer
Hannah Stone
Production Manager
Marian Mikhail
NZ Production
FINCH
Managing Director
Corey Esse
Executive Producer
Rebekah 'Bex' Kelly
Producer
Sarah Cook
VFX
Framestore
Head of Studio
Tara Maloney
Head of Production
Nathan Niamehr
Creative Director
Andy Rowan-Robinson
Executive Producer
Monica Tyson
Senior Producer
Sue McNamara
Producer
Rebecca Schmidt
VFX Supervisors
Alex Thomas, Sean Dollins
VFX Editor
Jake Sadowsky
Flame Lead
Theuns Van Rensburg
Flame Finishing
Zimei Song
Nuke Compositors
Zavier Mojica, Chun-Yao Chang, Ari Garber, Brian Harris, Nick, Schrader, Nathaniel Moseman, Nicholas Sorenson, Ryan Ninko, Steve Sanchez, Jess Kim, Elaina Brillantes
DMP
Ivo Horvat, Menelaos Peristeridis
Designers
Antara Ghosh, Zoe Khoury
CG Supervisors
Patrick Ross, John Montefusco, Frank Grecco, Gabriela Ruch Salmeron
CG Assets
Leslie Clark, Rui Yang, Ben Falloon
CG Layout
Jass Tsai
Rigging
Jeremy Livingston
Groom
Clara Simone, Madison Snow, Omar Taher
CFX
Owain Peake, Matt Jamoom, Markus Clipper, Tomas Slancik, Ugo Angeletti, Steve Page, Mathilde Cartigny
FX
Alec Iselin, David Derwin, Mohammed Eckhouna
Animators
Shayne Ryan, Nico Cappuccio, Francisco Dias, Jessica Castillo, Lauren Coursey, Taylor Hogdson-Scott, Marco Marenghi, Viola Baldwin
Lighters
Jim Vidal, Kayla Whitehead, Cody Chen, Kiersten Yahn, Naotaka Minami
Framestore Pre-production Services (FPS)
Pre-production Services
Virutal Production Supervisor
Connor Ling
Color
Company 3
Colorist
Tim Masick
Head of Production
Edward Rilli
Senior Color Producer
Colleen Valentino
Associate Color Producer
Morgan Coyle-Howard
Color Operations Manager
Mena Smith
Color Assistants
Stephen Winterhalter, Quinn Wright, Christina Miller
Editorial
Cabin
Editor
Nick Rondeau
Assistant Editor
Megan Heard
Executive Producer
Hope DuHaime
Producer
Lorelei Polk
Head of Production
Lisa Barnable