While Design Director at Chiat/Day we positioned Pepsi as a brand that "fuels the energy and optimism of youth." We wanted to find a way that we could reach the elusive "millenial" target, so we asked them what they do best: generate. Generate art. Generate music. Generate film. We called it “The Pepsi Generate Project.” We also created a series of collectable aluminum bottles that coincide with the brand campaign known as “Word Play.”