PepsiCo have collaborated with American singer Usher on a new video campaign that will bring together consumer experiences with footage from the first full-colour ultra high-definition camera aboard the International Space Station (ISS).
The Pepsi Challenge will culminate in the release of a short film that combines video, music, technology and storytelling, with filming taking place in more than ten countries on four continents. Thousands of consumers will join together to be filmed by the ISS’ UrtheCast proprietary ultra high-definition video camera.
Usher will also encourage consumers to capture an inspiring or amazing photograph, with users allowed to submit one image per day to the Pepsi Challenge’s website. The eight-time Grammy award-winner will then select the most powerful image, inviting its creator to meet him on set at the filming shoot. Their entry will also be featured in the final film, which PepsiCo is expecting to release this Autumn.
Usher said: “Throughout my career, I’ve had the opportunity to be a part of some truly amazing experiences. I’ve always tried to push boundaries and to inspire others to go beyond what they perceive as their limits. I feel fortunate to have the opportunity to partner with Pepsi and UrtheCast to be a part of creating this intergalactic short film shot from space and am excited to jump in and take on this once-in-a-lifetime challenge and experience.”
PepsiCo chief marketing officer for global consumer engagement Frank Cooper III said: “On one level, the ambition of this short film is mind-boggling because it’s an original screenplay that features real-life footage shot from outer-space. But, having visionary creators, cutting-edge technologists like UrtheCast and an iconic artist like Usher make it a realistic, exciting collaboration across tech, film, music and pop culture.”
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