Pepsi ushers in a new era with a partnership with emerging designer Jackson Cowden, celebrating not only Pepsi's new identity, but the reinvention of fashion items and classic conventions.
In collaboration with 22-year-old emerging 'Digital Fashion Artist', the launch of the Pepsi Pulse collection showcases Pepsi's new visual identity.
The 10-piece collection is firstly designed with artificial intelligence, inspired by the new look of the Pepsi brand and familiar staples such as the little black dress and the classic white shirt; with modernity injected through innovative AI methods.
Special PR managing director Alex Bryant said finding an interesting way to celebrate the renewal of such an iconic brand was a surprising challenge for the agency in its first major special PR campaign for Pepsi.
“Taking inspiration from an industry that knows how to reinvent and update, we were delighted to find a shared vision with the collection's fashion designer and creative director, Jackson Cowden,” said Bryant.
“This campaign launch demonstrates how Pepsi continues to challenge convention, push boundaries and always put enjoyment first.”
Vandita Pandey, PepsiCo Australia's ANZ CMO, snacks and beverages, said the brand wanted its local launch to feel relevant to its culture-hungry next-generation drinkers in Australia.
“Pepsi supports the next generation of creators and designers. Since our new visual identity is bold, unapologetic, modern and iconic, we wanted to partner with a new designer who could bring a unique vision to our renewal. It was a privilege to be able to support the Jackson to launch his first parade,” Pandey said.
Using traditional methods of sketching, pattern making, and multiple rounds of samples would typically take Jackson up to nine months to complete a collection.
With the young designer choosing an alternative approach to AI fashion technology, designing first in the digital world, Jackson was able to complete final designs in 40 days, minimizing waste, saving time and pushing the boundaries of fashion traditions.
Designer and creative director of the collection, Cowden said it was incredibly important for him to partner with Pepsi at this point in his career.
“A partnership born from our shared values around challenging the status quo, pushing the unconventional and finding bold new ways of doing things,” said Cowden.
“Increasingly, in the near future, fashion designers will be drawn to digital fashion design, with 'preconceived rules' in abandoned creative fields. Pepsi is known for keeping the cultural pulse and the innovative and creative way this collection comes to life. that proves it even more.”
Pepsi's Pulse Collection was launched last night in collaboration with Australian event and experience creator Rizer, showcased in a spectacular setting on the edge of Sydney Harbour.
Merging the physical and digital worlds, highlighted by an exclusive performance by local singer G Flip, with model Samantha Harris leading the runway with James Parr.
Rizer creative director Zoe Bailey said Cowden's digital design process was a huge inspiration for creating an unconventional catwalk, with the energy of Pepsi's bold identity.
“Embracing the unconventional, we blur the lines between fashion, animation, lighting, sound, dance and performance, all in one story,” said Bailey.
The track was also streamed live via oOh!media's full motion site at The Bourke in Melbourne. In a first for oOh!media's creative and innovation hub, POLY, they managed end-to-end production from broadcast to delivery.
The Pepsi Pulse Runway Collection is being rolled out across experiential, earned, social and OOH.
Credits:
Client: Pepsi
Director of Marketing, Snacks and Beverages: Vandita Pandey
Head of Beverage Marketing: Susan Press
Marketing Manager: Tiana Handel
Brand Manager: Candy Wong
Senior Corporate Communications Manager: Skye Oxenham
special PR
Lindsay Evans – Partner and CEO
Alex Bryant – General Manager
Dave Hartmann – Strategy Partner
Tom Martin – Partner and CCO
Julian Schreiber – Partner and CCO
Max McKeon – Creative Director
Kate Wilkinson – Creative Strategist
Michelle Braslin – Team Leader
Maddie Armstrong – Business Director
Sarah Halpin – Account Director
Allex Conley – Publicist
Bella Hayes – Account Executive
Jamie Astley – Business Director
Irnin Khan – Social Manager
Maggie Webster – Designer
Design team
Jackson Cowden – Creative Director and Lead Designer of the Pepsi Pulse Collection
Sophie Azar – Head of Fashion Production
Liam Ramírez – Production Assistant / Machinist
Kolet Hodgson – Production Coordinator
Sophie Nixon – Production Coordinator
riser
Barry Wafer – Founding Director
Mellani Tallis – General Manager
Edward Woolrych – Head of Projects
Bim Ricketson – Creative Director
Adam Lofthouse – Head of Production
Ashley Diamond – Executive Producer
Zoe Bailey – Creative Director
Dominica Lipinski – Senior Producer
Andrew Lee – Senior Production Manager
Pamela Craddock – Talent Executive
Mieke Bosschieter – Associate Producer
Olivia Rowlands – Creative
Ph.D
Jen Jones – Group Business Director
Imogen Speck – Business Director
Gilbert Lee – Director of Planning
Christine Chen – Group Investment Manager
Mikeah Irving – Senior Investment Manager
OH
Richard Moore: Director of Production and Content
Zoe Chan-Iverach – Digital Producer
Luke Haillay – Multimedia Developer
Mark Passlow – Technology Leader
Michelle Su – Technology Analyst
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