01 / Challenge
Introduce Pepsi’s new 250ml bottle to the Egyptian market and make its size meaningful. The launch communication needed to show why a smaller bottle fits into people’s lives, rather than simply announce a new pack.
Small bottle. No fixed destination.
Pepsi / Egypt · Pepsi FRWD · TV & social · December 2015
Art direction for Pepsi FRWD’s 250ml bottle launch in Egypt in December 2015, created at OMD for TV and social media. The idea makes the smaller format part of everyday life: a Pepsi you can take wherever the day leads. My role was Senior Art Director / Associate Creative Director.
Pepsi FRWD / Egypt / December 2015 / 250mlTV commercial · Also used on social media
02 / Insight & idea
A smaller bottle goes with you. The film takes Pepsi FRWD across different moments, people and places, showing everyday use without tying the product to one setting. Portability becomes the narrative: the bottle travels with the rhythm of the day.
03 / My role
I worked on the campaign at OMD as Senior Art Director / Associate Creative Director, alongside Creative Director Abeer Elgarhi. The production credits below distinguish the agency creative roles from the director, cinematographer, production art director and post-production team.
04 / Work
Art direction for Pepsi FRWD’s 250ml bottle launch in Egypt in December 2015, created at OMD for TV and social media. The idea makes the smaller format part of everyday life: a Pepsi you can take wherever the day leads. My role was Senior Art Director / Associate Creative Director.
The product benefit becomes the storyA bottle that moves
A bottle that moves
with the day.
Selected frames from the finished commercial. Different settings make the same point: the smaller bottle can come along.
Campaign credits.
Agency and production team.
- Agency
- OMD
- Creative Director
- Abeer Elgarhi
- Senior Art Director / Associate Creative Director
- Ahmed Alkarim
- Production house
- Bravo Productions
- Director
- Ahmed El Naggar
- Director of Photography
- Ahmed Beshary
- Editor
- Magdy Kamal
- Art Director
- Ahmed Shaker
- Music
- Sary Hany — Key66 Productions
- Stylist
- Ingy El Mor
- Colorist
- Karim Mera
- 1st Assistant Director
- Dina Shokry
- Executive Producer
- Rasha Hesham
- Production Managers
- Waled Abd Elsalam · Mohamed Saeed
More Pepsi work.
Additional Pepsi films: Mo Salah and Pepsi UCL — Collect and Win. Select a film to watch.