Becoming a Pop Star

Pepsi / TikTok / MTV

Collaborated with MTV, Pepsi, and TikTok to develop the visual identity for Becoming a Popstar, a first-of-its-kind music competition series that transformed emerging TikTok artists into mainstream performers. I led the development of the series branding and designed and animated the show's logo package, creating a visual system that translated seamlessly across streaming, social, broadcast, and promotional platforms.

Working closely with creative and marketing teams across all three brands, I helped establish a bold, contemporary identity that captured the energy of creator culture while maintaining alignment with Pepsi's iconic brand and MTV's music-first heritage.

The five-episode series featured artists discovered on TikTok competing for a Pepsi-sponsored commercial debuting during the MTV Video Music Awards, while integrating audience participation through TikTok voting and second-screen engagement experiences. The campaign was recognized for driving measurable brand impact, increasing Pepsi consideration by 12% and favorability by 4%, with 80% of viewers reporting a greater likelihood to purchase Pepsi after viewing the series.