Work — hanayean

Pepsi X Regal
Unforgettable Quotes

︎Role: Art Direction/Design
︎Year: 2023
︎Produced at The Mill

Pepsi and Regal teamed up to create a fun, engaging pre-movie experience, blending live-action cinematography with kinetic typography. Crisp, close-up shots of Pepsi and popcorn—enhanced by dramatic lighting and motion—make every moment enticing. The typography plays out like an interactive trivia game, playfully shifting through variations of famous movie quotes before the final reveal. Designed to entertain and engage, this piece enhances the theater experience while seamlessly tying into the excitement of moviegoing—just in time to sip a soda and enjoy the show.

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Developing
Type Animation

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To bring the trivia game to life, we pushed the creative potential of Pepsi’s brand font while staying true to the brand guidelines. By mixing condensed, regular, and extended weights, we created dynamic movement, using shifts in weight to emphasize key words—guiding the eye like a sing-along karaoke. Some words fluidly expanded and contracted, keeping the animation bold and full of energy.

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Visual Language for the Big Screen

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The rhythm of the animation was essential. We wanted the pacing to feel exciting and snappy while ensuring viewers had enough time to read each line and anticipate the next reveal. Striking the right rhythm kept the sequence engaging without feeling rushed.

Balancing graphic elements with the Pepsi brand was another key challenge. We wanted to keep it dynamic while staying within brand guidelines, experimenting with imagery and motion to add a wow factor. Through rounds of refinement, we found the sweet spot between fun, high-energy motion and brand cohesion, keeping audiences captivated from start to finish.

︎︎︎ The circular motif is a big element in Pepsi’s branding, often appearing as radiating rings or patterned dots. For this project, we adapted the motif into bold, thicker rings, allowing us to incorporate footage within them. During the final trivia reveal, these rings animate outward, celebrating the correct answer while dynamically framing it. The multiplied rings also serve as a mask, revealing textured footage of Pepsi or popcorn, adding depth and richness to the moment. This visual cue not only reinforced the branding but also made the final answer impossible to miss, ensuring a satisfying payoff for the audience.

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Early Design Exploration

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Before landing on the final design, we explored a range of visual approaches to bring energy and excitement to the piece. These initial pitch frames helped shape the direction, refining how typography, motion, and Pepsi’s brand elements came together. Here are some of the frames I created during the early design phase.