Since its inception, Pepsi has left more than a just taste in the world’s mouth, but a legacy that defined and documented generations. “Pepsi, to me, is a part of Americana. As much as it is a beverage, it’s also about American culture,” says Bobby Hundreds. That ability to encapsulate a country’s zeitgeist resonates with The Hundreds, sparking a collaboration that takes American culture and hones in, specifically, on our hometown of Los Angeles. Part of the reason Pepsi’s had such an impact on our world is the “iconic stars that they [have] incorporated into advertising, their pin-up posters, [and] even on the cans themselves.” Be it Madonna in the ‘80s, Cindy Crawford in the ‘90s, or Britney Spears in the 2000s, Pepsi has consistently photographed pop culture icons who exemplify the decade they’re from. So The Hundreds set out to recreate Pepsi’s advertising campaigns—from the ‘40s through the 2000s and even a future Pepsi Perfect ad from Back to the Future II, we’ve recreated the memorable photos with the help of model Denise Schaefer. Leading us to synergizing with the brand on our own terms, appropriating every decade to fit into The Hundreds’ modern world.
Check out our behind the scenes video of Bobby Hundreds’ shoot below: