NEW PEPSI CAMPAIGN IN COLLABORATION WITH DDB AND MONSTER GC.

Mauricio Candela
Feb 8, 2022
3 min read

Updated: Aug 11

Introduction: a campaign rooted in realness

In a time where authenticity is the strongest form of advertising, Mauricio Candela continues to push creative boundaries. In his recent collaboration with PepsiCo, DDB, and Monster GC, Candela led the visual storytelling for a high-impact campaign that blends lifestyle photography, food styling, and honest, relatable moments.

Shot over the course of three intense days in Miami, this campaign reflects Candela’s vision of "perfect imperfection" — imagery that feels real, spontaneous, and emotionally engaging.

The Creative Vision Behind the Pepsi Campaign

Real Moments Over Staged Perfection

Candela’s primary objective was to create non-staged, believable moments that resonate with viewers. Unlike heavily curated or polished advertising imagery, this campaign focused on:

Stolen moments that feel candid and emotionally honest
Natural light and minimal post-production to preserve authenticity
Diverse talent with expressive, natural energy
Realistic interaction with food, drinks, and lifestyle elements

The result? A series of visuals that feel immersive, genuine, and fresh — a stark contrast to overly manufactured commercial campaigns.

Pre-Production and Creative Collaboration

Building the Right Environment

Prior to the shoot, the team spent significant time curating every visual element:

Wardrobe styling that felt modern but unforced
Props and set design to reflect everyday life with a twist of aesthetic precision
Food and beverage styling to enhance the emotional and visual appeal of each frame
Location scouting to find authentic, sun-kissed Miami settings with character and charm

Mauricio worked closely with producers Michelle Jayme, Juan Carlos Lima, and Adriana Vargas, as well as with the creative leads at The Blur Office and Monster GC, to ensure every detail served the story.

Behind the Scenes: 3 Days of Creative Hustle

The shoot was carried out over three full production days, each meticulously scheduled to accommodate a high volume of deliverables. Here's how it was structured:

Day 1: Location Lifestyle Shots

Focused on ambient scenes with talent interacting with Pepsi products in natural settings — parks, rooftops, and downtown spots with iconic Miami sunlight.

Day 2: Food and Beverage Focus

Tight close-ups of product consumption moments — capturing textures, movement, and energy in each frame. Candela’s team emphasized spontaneity and human connection.

Day 3: Studio-Style Controlled Shots

Used for digital assets, social media layouts, and campaign visuals requiring branding integration, with a focus on clean lighting and composition.

The Role of Lighting and Composition

Lighting was a central tool in making this campaign visually distinct. Candela opted for:

Available light whenever possible to preserve a raw, documentary aesthetic
Reflectors and light diffusers to enhance natural tones without compromising realism
Dynamic framing that played with depth, symmetry, and candid energy

This approach made the visuals feel vibrant and alive — not overproduced.

Campaign Results and Client Collaboration

The client, PepsiCo, along with the agency DDB, was thrilled with the results. The imagery has since been used across:

Social media campaigns
Digital billboards
In-store point-of-sale displays
Global online content

It’s a clear example of how Candela’s ability to blend creative direction with lifestyle authenticity brings tangible value to brands.

Mauricio Candela’s Approach to Lifestyle Advertising

This Pepsi campaign perfectly encapsulates Candela’s overall photographic philosophy:

“It’s not about creating perfect pictures — it’s about creating real moments that feel perfect because they’re true.”

His portfolio consistently features:

Lifestyle campaigns that connect emotionally with audiences
Authentic portraits of people engaging with products and environments
Creative motion and digital assets like cinemagraphs, GIFs, and short videos that extend beyond still photography

Conclusion: A Blueprint for Authentic Brand Storytelling

This project is more than a campaign — it’s a reminder that great advertising is grounded in honesty. With the right team, a clear visual strategy, and a photographer like Mauricio Candela behind the lens, it’s possible to create stories that resonate on a human level.

If your brand is seeking to craft emotionally compelling, visually impactful campaigns, Candela’s creative direction offers the authenticity that today’s audiences crave.