7up Commercial Production

At James Arthur Design Co., we partnered with Pepsi MidAmerica to develop a playful commercial series designed to elevate brand visibility while showcasing its refreshing appeal. 

Our team led the overall commercial production: art direction, script writing, and built out the creative concepts, managing everything from pre-production through securing a big-box retailer location for the shoot. 

To execute, we collaborated with our friends at Guerilla Film, who handled the cinematography and editing, while we guided the creative vision every step of the way.

The resulting spots pushed 7up into fun, cheeky territory. 7up Satisfies followed a shopper at self-checkout, where every scan of a 7up item triggered an unexpected, exaggerated moan from the register — a humorous (and slightly edgy) way to show that 7up satisfies. 

Hiding in Plain Sight leaned into the challenge of brand visibility by transforming an ordinary grocery aisle into a surreal wall-to-wall display of 7up, brought to life through careful staging and post-production magic. 

Together, the pair delivered a memorable mix of humor and spectacle that helped reposition 7up with a fresh, attention-grabbing energy.