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Joshua Davis

Pepsi + Pharrell Williams Super Friday Night

Tech & Innovation


For its presence at Super Friday Night during Super Bowl 50 weekend, Pepsi engaged Sub Rosa’s Media Arts Director Joshua Davis to generate multiple all-new interactive experiences for concertgoers. These experiences accompanied Pharrell Williams and DJ Khaled in an evening that thrilled spectators, while building positive buzz around Pepsi’s overall sponsorship of Super Bowl 50.

 - Pepsi sought projection mapping experiences for both the exterior and interior of San Francisco’s Pier 70. These experiences needed to incorporate Pepsi branding, while also celebrating the energy of the evening’s music. The artistic intricacy of the project evolved as OpenCV (facial recognition technology) was introduced. The imaginative work of Joshua Davis was integral in the overall experience, inspiring multiple touch points.

Pepsi sought projection mapping experiences for both the exterior and interior of San Francisco’s Pier 70. These experiences needed to incorporate Pepsi branding, while also celebrating the energy of the evening’s music. The artistic intricacy of the project evolved as OpenCV (facial recognition technology) was introduced. The imaginative work of Joshua Davis was integral in the overall experience, inspiring multiple touch points.

 - Working alongside Pepsi, the team created 5 major moments within the space:

An outdoor projection map across the entire Pier 70 building, setting the scene with an animation of the Pepsi logo in a universe of its own. The massive projections spanned 242 x 60 feet.
An LED bridge, which came to life through an audio-responsive ribbon of colors, drawing the audience toward the stage.
A uniquely-coded audio-responsive social media wall, for which content was populated, all while pulsating to the music in real time.
An OpenCV powered installation which tracked attendee movement, generating digital Pepsi-themed particles on screen.
A real-time audio reactive and generative art animation that was inspired by the Pepsi brand but driven by the evening’s music.

Working alongside Pepsi, the team created 5 major moments within the space:

  • An outdoor projection map across the entire Pier 70 building, setting the scene with an animation of the Pepsi logo in a universe of its own. The massive projections spanned 242 x 60 feet.
  • An LED bridge, which came to life through an audio-responsive ribbon of colors, drawing the audience toward the stage.
  • A uniquely-coded audio-responsive social media wall, for which content was populated, all while pulsating to the music in real time.
  • An OpenCV powered installation which tracked attendee movement, generating digital Pepsi-themed particles on screen.
  • A real-time audio reactive and generative art animation that was inspired by the Pepsi brand but driven by the evening’s music.
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