Pepsi Max Cherry Brings a Taste Revolution to Life with GIF-iti Art

Fresh from winning 'Best British Solo Artist' at the NME Awards, British pop sensation, Charli XCX has lent her creative flair to a one of a kind piece of GIF-iti art after teaming up with Pepsi MAX Cherry and London based artist INSA. 

The campaign, which is her second with the global brand, sees the trans-Atlantic chart topper show off her passion for Pepsi MAX Cherry.

Pepsi MAX has been challenging fans, including British pop-star Charli XCX, to share their love for the bursting cherry flavour by asking for visually captivating personal interpretations of the taste which have then been brought to life by GIF-iti artist INSA in a genius twist on augmented reality. 

Charli XCX described the taste as "roaring through icy glaciers with pink cherry lips and glittery diamond eyes" which inspired INSA to create an image of a wolf roaring across a dynamic icy pink and blue backdrop. Two additional consumer taste descriptions were also chosen. 

Speaking about her latest campaign, the British pop star said: “The installation is wild! It was great to see how INSA brought my response to the taste of Pepsi MAX Cherry to life in such a bold and creative way!” 

Famed for his work in creating GIF-iti art visible from space, INSA’s latest collaboration with Pepsi MAX continues to push creative possibilities and has taken 72 paintings, 168 hours worth of painting and 90 cameras to create and capture. Breaking the boundary between art and technology, INSA has painted his creative interpretations of the chosen Pepsi MAX Cherry taste descriptions layer by layer to enable the designs to come to life in the ever-popular form of a GIF.  

GIF-iti artist INSA comments: “I love creating art that is challenging. I have been lucky enough to work with some amazing concepts, creating artwork that really kicks things up a notch from your conventional piece of graffiti, but this was the next level!.”

The multi-sensory experience is part of the latest campaign for Pepsi MAX Cherry that included the launch of a branded lens on Snapchat, enabling selfie takers to modify their images with special bursting cherry effects. 

Alex Nicholas, Senior Brand Manager for Pepsi MAX UK comments: “Pepsi MAX Cherry is all about taste and there’s a lot of love for it! In true Pepsi MAX style, we had a vision to bring this to life in the boldest and most imaginative way possible and give our fans a way to really be part of the story. It’s been a great creative collaboration between Pepsi MAX, INSA and Charli XCX to make this happen over the last few months”. 

To view the art installment and the GIF-iti experience, a free to attend live event will be taking place at Ely’s Yard, The Old Truman Brewery on Saturday 27th February from 5.30pm- 10.30pm.