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Pepsi
Project type
Integrated Brand Film
Agency
Verse and Hook
Location
Detroit, MI
Everyone loves to say "New Detroit" like we just got here.
And for a real Detroiter, that's not a compliment. It's a diss.
Under the umbrella of Pepsi's Full of Detroit Soul campaign, I was brought in to write an integrated brand film for 313 Day — the unofficial holiday that belongs to the city — pushing back on a narrative that mistook a moment for a movement.
No voiceover. No brand spokesperson. Just Detroiters talking their shit and doing what they do best — being creative.
The city didn't just become great. It’s always been that way. And it ain't new. We've been building culture, setting trends, and making history since day one.
Happy 313 Day to the real ones who know!
