To promote Camo Out, Dew’s wearable tech line with VFILES & PepsiCo Creator, the brand launched an experience titled “The Camo Collective.” Inside, guests saw the evolution of camo through art from its original function for concealment to a tool to express style. Also inside was a first-of-its-kind interactive augmented reality ‘CamoFlector,’ that used mirrors equipped with hologram-AR technology to be virtually outfitted with the Camo Out patterns and immersed into a virtual music video.

PepsiCo Creator is an (internal) catalyst group (within North America Beverages Marketing) on a mission to explore the edges of culture and co-create innovative experiences.