CELEBRATING 50 years of Hip-Hop

On the 50th anniversary of Hip-hop, Sprite sought to solidify its status as an icon of the genre and culture and to then leverage that position to move cans off the shelves.

As Associate Creative Director, I led the photoshoots and styled iconic Hip-Hop paraphernalia, and oversaw retouching to enhance its appeal for product drops. Additionally, I developed various visuals for the website and social media content.

Concept

Own a piece of hip-hop’s past & present with the scan of a can.

We turned every can of Sprite into an entry for a highly-coveted, limited-time drop celebrating 50 years of Hip-hop. We partnered with legendary hip-hop acts and leaders of the new school alike, independent creators, music festivals, publishers, and more, to create a capsule collection of limited-run items, memorabilia, and experiences that money literally couldn’t buy.

Only the scan of a can could get you through the queue to a custom microsite that took inspiration from online drop culture. This not only moved cans off the shelves but also put true pieces of Hip-Hop’s past and present in the hands of the masses.