Social Media

Viral Hits

Pepsi on TikTokBet we had you in the first half!

pepsi vs. coke rivalry

7.2 Million Views, 415K Likes, 12K Saves, 5.7K Shares

This concept was rooted in cultural interception. At the time, Coke was dominating conversation due to a major controversy. Rather than responding directly, which can often feel reactive or defensive, I saw an opportunity to reposition Pepsi as the culturally relevant alternative without explicitly entering the discourse.

We leveraged a trending New Year’s “pour it out” format native to TikTok, where creators theatrically dumped drinks down the drain as a symbol of “new year, new me,” only to reveal they were secretly saving it. I elevated the format by introducing dual pours: Coke visibly going down the drain while Pepsi was discreetly preserved. The visual metaphor did the strategic heavy lifting: signaling brand preference and cultural awareness without commentary.

The result was content that felt native, timely, and cleverly subversive, reinforcing Pepsi’s challenger brand energy while capitalizing on existing cultural momentum rather than manufacturing it.

Converse Outfit Challenge.MP4

COnverse Outfit Challenge

4.7 Million Views, 142.4K Likes, 1.4K Saves

The business objective was to expand perception: shift Converse from being seen primarily as a footwear brand to a full lifestyle destination, specifically spotlighting the SoHo flagship store. My strategy was to avoid traditional retail showcase content and instead build something behaviorally native to TikTok.

We developed a 60-second outfit challenge anchored around a random pair of Chuck 70s. The constraint created urgency and narrative tension, while the vlog-style voiceover and fast transitions aligned with a format that historically performs well for fashion discovery on the platform. Rather than “touring” the store, we embedded product discovery within an entertaining challenge.

Strategically, this reframed the store as a creative playground, not a catalog, reinforcing Converse’s brand ethos of self-expression while subtly broadening consumer awareness of its apparel offerings.

Pepsi on TikTokLet us know who you got in the comments

Pepsi Super Bowl Transition

2.4 Million Views, 176.6K Likes, 4.7K Saves

Super Bowl content operates in a hyper-competitive attention economy, where thumb-stop value must be delivered immediately. I approached this brief with a hook-first mindset: engineer a visual transition compelling enough to earn retention within the first three seconds.

The solution was a match-cut transformation: a football thrown directly into the frame seamlessly turning into a 2-liter Pepsi bottle mid-flight, landing us in a watch-party setting. The transition preserved kinetic energy, guiding the viewer fluidly from cultural moment (football) to product integration (Pepsi) to occasion (watch party).

Strategically, this allowed the brand to show up in a way that felt participatory rather than interruptive. It connected Pepsi to the ritual of game day through movement and momentum, increasing replay value and reinforcing brand relevance during a peak cultural event.

Pepsi on TikTokShoot your shot in the comments #nationalpopcornday

National popcorn day

1.1 Million Views, 69.7K Likes, 2.3K Saves

The strategic goal was simple but important: reinforce the behavioral pairing of Pepsi and popcorn in a way that felt culturally contemporary rather than promotional.

Instead of stating the association outright, I leaned into sensory branding. We crafted a visually polished montage, almost shot like a product “thirst trap”, designed to elevate Pepsi into a craveable object. The sound choice was intentional: a chill R&B track repeating “got me obsessed.” The edit was tightly choreographed to the beat, allowing rhythm to dictate pacing and amplify emotional response.

By prioritizing mood over messaging, the piece transformed a tentpole holiday into a cultural micro-moment. It positioned the pairing as an obsession rather than a suggestion.