How do you promote a consumable product without letting the customer see it, taste it, or touch it? By creating radio ads so good they sound like music to your taste buds.

To support Pepsi’s evergreen ‘That’s What I Like’ campaign and product-specific campaigns, we developed radio spots that leveraged Pepsi’s youthful, unapologetic tone and we made sure not to skimp on the sound effects. Crack… fizz… sip… ahhh…

Role: Creative Director & Scriptwriter