Quench the thirst!

7UP wanted to redefine what refreshment means — not just in taste, but in experience. They asked us to build on their new global platform, Super Duper Refresher and turn it into a Culinary Identity that fuses flavour, refreshment, and fizz. The ask: create distinctive assets that brings this new standard in refreshment to life globally.

Inspired by the Super Duper Refresher campaign that launched in India we recreated their CGI approach of the flying sphere of water with practical effects.
We must’ve popped over a thousand balloons to fine tune the perfect moment the water creates a wave of refreshment.

To make refreshment feel tangible, we built a distinctive culinary identity rooted in sensory science. We defined a visual language through a system of meticulously crafted codes: the bottle is always shot from a specific angle to highlight its silhouette; background colors signal a time of day, bokeh and light diffusion evoke chill; droplets amplify thirst; and even the roundness of the sphere was fine-tuned for maximum freshness. The lighting setup was engineered to fuse flavour, fizz, and cold into a single, mouthwatering frame — unmistakably 7UP, unmistakably refreshing.