PepsiCo invited us to pitch for Mountain Dew in Saudi Arabia. The brief: make Mountain Dew the top drink for gamers and highlight its role as a sponsor of the Esports World Cup. This was the winning idea.

We positioned Mountain Dew as the ultimate cheat code, a drink that gives gamers an unfair advantage. We launched it with a full campaign, including films, outdoor ads, and brand activations at the EWC.