Challenge

Dr Pepper sought to capitalize on the excitement surrounding Batman v Superman: Dawn of Justice with a campaign that extended beyond traditional movie tie-in advertising. The challenge was to envision an engaging digital experience that connected the brand, the film, and its fans through interactive storytelling and social participation.

Solution

Developed an integrated campaign concept that brought the rivalry between Batman and Superman into the Dr Pepper brand experience. The proposed experience combined interactive voting, social storytelling, digital content, and fan participation, creating a vision for how audiences could choose their favorite hero and engage with the brand across multiple platforms.

MY ROLE

Served as the primary designer and art director for the creative pitch, leading the development of its visual direction and digital experience concepts. Working collaboratively with the broader creative team, I translated the campaign idea into a cohesive vision spanning web, mobile, social, and interactive experiences, bringing the concept to life through compelling designs and presentations.

Campaign Creative

Developed visual concepts that connected Dr Pepper's brand identity with the cinematic world of Batman and Superman. The proposed creative explored bold imagery, promotional storytelling, and a consistent visual language across digital campaign touchpoints.

Connecting Fans Across Platforms

Designed conceptual web and mobile experiences that brought together promotional content, interactive features, and campaign storytelling. The designs illustrated how fans could explore the movie partnership and engage with the Dr Pepper brand across devices.

Fueling the Conversation

Explored social and content concepts designed to amplify the rivalry and encourage fan participation. The proposed experiences combined influencer-driven storytelling, video content, and social engagement to create opportunities for audiences to connect with the campaign.

Letting Fans Choose Their Hero

Conceptualized an interactive experience that invited audiences to choose between Batman and Superman, explore fan-generated content, and participate in the rivalry. The designs demonstrated how voting, social content, and interactive storytelling could transform a traditional movie promotion into a more participatory brand experience.