Working with Pepsi’s interactive agency, Barbarian Group, the A76 Productions team and I were responsible for bringing the agency’s vision of this social campaign – Countdown to the Super Bowl Halftime Show with Katy Perry – to life. The goal: to create a collection of photo posts teasing followers with Katy Perry’s pre-show preparations. There were a variety of conceptual challenges presented but the most interesting was how to depict Katy Perry without access to her. Using hand and body doubles, creative cropping and more glitter, confetti and sequin rhinestones than imaginable for a one-day shoot, the team was able to deliver on Pepsi’s goals. The eleven resulting images and GIFs were Pepsi’s most retweeted and favorited tweets of Super Bowl XLIX.
