Building the visual system for Pepsi’s first global platform.

Pepsi’s Live For Now was a global platform designed to authentically reconnect the brand with a new generation.

Managing a network of global teams and partners, I led the development of the campaign’s visual system—defining the look, tone, and photographic language that would scale across markets.

From OOH to photography, the work established a bold and consistent identity for Live For Now, capturing a generation driven by optimism and the desire to make the most of every moment.

Photographers: Claire & Jeremy Weiss