Pepsi x SWAC: That’s What I Like

Pepsi teamed up with the Southwestern Athletic Conference (SWAC) and its legendary HBCUs to celebrate the deep-rooted culture and energy that define these institutions. And nothing embodies HBCU spirit more than their iconic marching bands. Leading the Creative that was developed by a wonderful team of Ari Alius and Elijah Farmer, we brought that spirit to life in a culturally authentic and super fun to make. Over three days, we captured the relentless work ethic, talent, and passion of the Jackson State and Florida A&M marching bands in a raw, documentary-style film directed by Alan Ferguson - and transformed that peak Behind the Scenes into an epic minute long TVC. This campaign went beyond the football field—shining a spotlight on the musicians, dancers, and performers who are just as essential to HBCU and SWAC culture as the athletes. By immersing in the rhythm, movement, and dedication of these bands, we honored the heartbeat of HBCU life—where the culture is always in motion.