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. 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.
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.
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.
