Pepsi Super Bowl Pre Party 2019

For their Pre-Super Bowl LLIII Party, Pepsi and iHeart Media brought on Hatch to do a take over of the old iconic Coke building plaza in Atlanta, GA and transform the adjacent Georgia Railroad Freight Depot into Planet Pepsi.

Global superstar and multiple Grammy nominee Travis Scott kicked of the Super Bowl weekend in a major way by headlining Pepsi’s exclusive invite-only one-of-a-kind party with special guests Metro Boomin, Lil Baby (and surprise drop in from Young Thug), and Chase B. For fans not in Atlanta we live streamed the concert nationwide.

Attendees included several celebrities and professional athletes including Grammy award-winning artists Cardi B and Lil Jon, Grammy award- winner and actor Jamie Foxx, a host of NFL past and present players, Pepsi 2018 NFL Rookie of the Year nominee Phillip Lindsay, and more.

Upon arrival, guests walked past the old Coke building that we had video mapped with a custom produced 3D content piece that depicted the building crumbling to make way for Planet Pepsi; a stunt that created quite a stir in the hometown of the Coca-Cola company.

Leading up to the party, Pepsi partnered with four Atlanta-based artists to create murals inspired by the city’s local culture. Clues appeared on Pepsi’s social media channels to locate the four murals, and fans could potentially win tickets to the party if they shared a selfie in front of one of the displays. We reproduced two of the murals for the entrance to the party space that was lined with illuminate blue orbs guiding the way to another projection mapped building.

As a good natured rub to Coke’s iconic statue of its founder John Pemberton, Pepsi recreated its own version depicting its founder Caleb Bradham to greet guests at the entrance door.

We transformed the party space into a truly unique environment featuring a galaxy of space-like sonic waves, a Pepsi chandelier, custom designed and fabricated interactive photo moments, multiple lounges and a concert stage lined with LED displays for the multi-camera live streamed performances.

Client

Pepsi . iHeart Media

Services

Design . Custom Fabrication . Digital Content Creation . Event Management . Live Streaming Production