
By Hinna Raja
welcome to the psyche of the underdog.
FIRST GEN IMMIGRANT KID
SELF-TAUGHT MULTIDISCIPLINARY CREATIVE

. CREATIVE DIRECTOR . PRODUCER . DESIGNER . STORYTELLER . ACTIVIST. CREATOR .
















CHECK OUT WHAT I'M LISTENING TO:
icey holiday drip
case study
PEPSI MAX | HOLIDAY CAMPAIGN
THE STRATEGY
To align with Pepsi Max’s bold and unconventional brand identity, I developed a fashion-focused storytelling approach, positioning Pepsi Max as the beverage equivalent of avant-garde holiday style. This tapped into TikTok’s highly visual, trend-driven culture, where fashion, aesthetics, and brand identity often intersect.


ICEY HOLIDAY DRIP
Pepsi Max wanted to boost brand engagement during the holiday season by promoting its bold, refreshing taste to a young, trend-conscious audience on TikTok. The challenge was to stand out in a season dominated by traditional holiday aesthetics while reinforcing Pepsi Max’s edgy, modern identity.



icey holiday drip

THE EXECUTION
I directed and produced a three-part video series featuring three unique, out-of-the-box holiday streetwear looks, each paired with a Pepsi Max moment.
Key tactics behind the campaign:
🎨 Trend-aligned storytelling: Used street fashion as a metaphor for Pepsi Max’s bold taste, making the campaign feel organic rather than overly branded.
📚 Multi-part storytelling: Created a 3-video series to maximize audience retention and engagement across multiple touchpoints.
📱 TikTok-native execution: Ensured all videos were short, high-energy, and aesthetically compelling, aligning with TikTok’s fast-paced, visually-driven algorithm.


THE IMPACT
☆ High shareability: The campaign tapped into two of TikTok’s most engaged categories—fashion and beverages, increasing the likelihood of organic reach and virality.
☆ Brand perception shift: Positioned Pepsi Max as more than just a drink—it became part of a lifestyle conversation, associating it with boldness, creativity, and individuality.
☆ Potential for repeat engagement: The multi-part series format encouraged viewers to return for the next episode, driving deeper brand interaction beyond a single ad.
