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Charli XCX turns GIFs into Graffiti for Pepsi Max

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Fresh from a big win at the NME Awards, where she claimed “Best British Solo Artist,” British pop star Charli XCX has lent her creative flair to a one of a kind piece of “GIFiti” art after teaming up with Pepsi MAX Cherry and London based artist INSA. The campaign by AMV BBDO is her second with the global beverage brand, and sees the trans-Atlantic chart topper show off her passion for the Cherry-favoured, calorie-free soft drink.

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The on-going campaign has been challenging fans 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 GIFiti artist INSA in a unique twist on augmented reality. Famed for his work in creating GIFiti art visible from space, INSA’s latest collaboration 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 painted his creative interpretations of the chosen taste descriptions layer by layer to enable the designs to come to life in the ever-popular form of a GIF.

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”

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Charli XCX (known as Charlotte Aitchison to her friends and family) described the taste of the drink rather poetically 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. She said of the final design: “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!”

Taste Revolution – Pepsi Max Cherry

INSA said of the campaign: “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!” Alex Nicholas, Senior Brand Manager for Pepsi MAX UK, added: “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.”

I've been lucky enough to work with some amazing concepts that really kick things up a notch from your conventional piece of graffiti, but this was the next level”

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The multi-sensory experience is part of the latest campaign for the fruity cola drink that included the launch of a branded lens on Snapchat, enabling selfie takers to modify their images with special bursting cherry effects. To view the art instalment and the GIFiti experience, a free to attend live event will be taking place at Ely’s Yard at The Old Truman Brewery in London on Saturday 27th February between 5.30pm and 10.30pm.

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