UPCYCLED BY PEPSICO INNOVATION

PepsiCo activations create high-impact brand moments, but much of their physical material traditionally loses value once an event ends.
We developed a scalable upcycling platform that transforms signage and production waste into limited-edition products, extending brand equity, creating new consumer touchpoints and opening opportunities for post-event revenue.

The system has been applied across Dew Tour, Rockstar Energy Open, MTN DEW Outdoors Gear and PepsiCo C&G activations, and standardized for future brand teams.

MY ROLE: Collaborating with Louis Devilliers and Sean Huls we led concept development, strategy, creative direction and built the framework that turned a sustainability challenge into a repeatable brand platform.

Senior Director, Design: Sean Huls
Design Senior Manager: Louis De Villiers
Lead Designer: Sam Cardelfe
Motion: Sam Wolfson

TO DATE WE HAVE SAVED OVER 2,000 LBS FROM LANDFILLS ACROSS THESE EVENTS