Pepsi Max Cherry to unveil interactive 'Gif'iti' art installation

Pepsi Max Cherry has collaborated with artist and designer Insa to create an interactive piece of art that will come to life through augmented reality.

The 13-foot high artwork comprises 72 paintings and took 168 hours to create. It will be revealed to the public on 27 February in Ely’s Yard at London’s Old Truman Brewery.

The brand invited its fans, including pop star Charli XCX, to share their interpretations of what drinking Pepsi Max tastes like. Insa has taken three of these suggestions and translated them into interactive artwork.

Guests to the exhibition will be able to download Insa’s Gif-iti app and hold their smartphones up to the colourful creations. These will then spring to life in the form of a moving Gif image.

The exhibition will also feature iPads pre-installed with the tech for visitors to use.

Alex Nicholas, senior brand manager for Pepsi Max UK, said: "Pepsi Max Cherry is all about taste and there’s a lot of love for it. In true Pepsi Max style, we had a vision to bring this to life in the boldest and most imaginative way possible and give our fans a way to really be part of the story.

"It’s been a great creative collaboration between Pepsi Max, Insa and Charli XCX to make this happen over the last few months." 

The brand experience forms part of Pepsi Max Cherry’s latest campaign, which saw the launch of a branded Snapchat lens last month. 

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