A bold, creator-led campaign marking Pepsi MAX’s first co-created project with the Pepsi Pioneers. Bursting with energy, colour, and authentic cultural expression, the film celebrates flavour and individuality through the eyes of real creators including Emma Johnson, Formz, and Luke Vernon. Set to Charli XCX’s “I Don’t Care”, it radiates feel-good confidence and celebrates the mood-boosting power of Pepsi MAX’s Cherry, Lime, and Mango flavours. The campaign expands beyond screen into OOH, social, and experiential activations—culminating in the Pepsi MAX Cherry x Townhouse Salon, a vibrant Central London pop-up inviting fans to embody the brand’s unapologetic spirit.