Mountain Dew at the Vegas Sphere

Art direction for Mountain Dew's redesign launch at the Vegas Sphere

To launch Mountain Dew’s bold new identity in May 2025, we took over one of the largest digital canvases in the world—the Vegas Sphere—with a 60-second animated takeover designed to grab attention and never let go. Our goal was to bring the world of Mountain Dew to life like never before. Our concept centered on two flavor-forward “Dew worlds,” reimagined as immersive, living terrariums bursting with color, energy, and detail. This wasn’t just a playback of the Mountain Dew VIS system—we pushed ourselves to craft something entirely new, layered, and alive. I developed the original creative concept and partnered closely with Mountain Dew’s Lead Motion Designer to art direct the piece from start to finish, ensuring every detail captured the energy and edge of the brand.

Inside each world, viewers were pulled into a surreal, citrusy dreamscape anchored by the snow-capped Denali mountain range. Lush forests, dynamic waterfalls, and radiant light rays—pulled directly from our packaging—surged across the Sphere’s surface, transforming the desert skyline into a glowing celebration of refreshment. From Baja Blast to Core, each world was designed with bold visual storytelling, packed with “delighters” and Easter eggs to echo the playful, adventurous spirit of Dew. The result was a breath-of-fresh-air experience that made Vegas stop and stare—and a perfect blend of brand vision and immersive spectacle.

Sam Wolfson → Lead Motion Design, Art Direction

Eva Rodriguez → Concept, Art Direction

Louis De Villiers → Design Manager