When Mountain Dew approached us in early 2023, the brand was losing share in the market to competitors. They needed a bold new brand platform, one which juxtaposed the everyday routine we’ve become accustomed to, against the brand’s signature, bold swagger.

The issue we faced when it came to positioning the business was the emphasis that the younger target demographic places on health and wellbeing. While Mountain Dew is not the healthiest option for the body, we reframed our product benefit, positioning the strength of Mountain Dew being that it is not just thirst-quenching, it’s also soul-quenching - each bottle is a taste of freedom from life’s responsibilities.

Our key objective was to change Gen Z’s perception of Mountain Dew and recruit new drinkers to a brand that was rapidly losing share to the competition.

The directors’ approach for the film was to use the movements of the camera, interesting transitions, and new techniques to reflect the journey of the characters. From direct, linear pushes and zooms in the beginning, to dynamic turns, flips, and stunning POVs once the characters have revitalized their souls, the perspective of the viewer was energized as the story of the characters was told. The characters themselves, and the design of their souls, was a particular area of focus, with an intentional push to create intricate designs from prosthetics, to reflect the personalities of the actors, and increase the connection between the viewer and the heroes. The directors also created an elevated, stylized reality, ensuring that the otherworldly souls felt grounded in the reality on screen.