Dewcision VR Racing Experience

ROLE — Design, Design Direction
CLIENT — PepsiCo Mountain Dew
PRODUCED AT — Firstborn

DEWcision VR Racing put fans in the virtual driver’s seat to choose their favorite flavor of Mountain Dew. When viewers put on the VR goggles, they are transported to an immersive VR racing world powered by Mtn Dew Pitch Black or Mtn Dew Baja Blast flavors and copiloted by one of the drivers of the DEW racing team, including Dale Earnheardt, Jr. Depending on which path they choose, their vote is counted as part of the larger DEWcision 360 campaign to help determine which flavor will stay on shelves.

The challenge is to design two environments from the flavor Baja Blast and Pitch Black. Taking the packaging color and brand impression, I concepted desert and beach for Baja Blast and Neo-Tokyo for Pitch Black.