The Choice

Pepsi's 'The Choice' marks the return of the iconic Pepsi Challenge and playfully positions Pepsi Zero Sugar as the latest winner in the Cola wars. Led by Creative Director Andy Rowan-Robinson, the team set out to create fully CG polar bears that would hold up in a live-action world. 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.

Created in collaboration with BBDO and directed by Taika Waititi, who also stars as the hero bear’s therapist, the film blends humor, craft, and character-driven storytelling on the Super Bowl stage.