Dew at the Vegas Sphere
When PepsiCo’s marketing partners secured the chance to showcase Mountain Dew on the Vegas Sphere, my role was to ensure the creative didn’t just fill the screen—it transported viewers. I led the winning creative direction, evolving Dew’s visual identity into a living, breathing world far beyond the static playbooks. Instead of flat grids and rigid VIS, I built dynamic, flavor-driven environments—immersive landscapes full of motion, texture, and energy—that made the Sphere feel like it was alive with Dew.
I pitched the concept of illustrating our Dew Worlds with a fully immersive, sensory ecosystem built around flavor. More than just abstract visuals; they’re living, breathing environments—lush forests, rushing waterfalls, radiant light rays—that mirror what Dew has always been: energetic, bold, unpredictable. Snow-capped Denali’s peaks anchor the dreamscapes, pulling in packaging elements to root the visuals in brand DNA.
Rather than simply dialing up Mountain Dew’s existing visual identity, I worked closely with the Sphere’s creative team to push the boundaries—layering texture, motion, and surprise—to make the design feel alive. I led the original creative concept, collaborating with the Lead Motion Designer, steering everything from initial sketches through to final render. Every frame and easter egg was intentional: mixing tension and play, familiarity and wonder.
The Sphere takeover transformed Vegas’s desert skyline into a glowing, vibrant celebration of refreshment. It was more than an ad; it was an immersive spectacle. One that leveraged scale, color, and story to produce a memorable brand moment—precise concepting, meticulous execution, and art direction that honors both brand vision and audience impact.
Sam Wolfson → Lead Motion Design, Art Direction
Eva Rodriguez → Concept, Art Direction
Louis De Villiers → Design Manager
