For years brands have ripped off the culture that their target demographics create. Instead, we decided to put our brand in the hands of the culture, the real tastemakers. We invited a group of diverse young creatives for a workshop in New York and welcomed them into our first-ever mentorship program. The winner produced a national ad campaign received a $25,000 grant, and worked with film director David Leitch.

Worked directly with George Smith, Pepsico CLS ECD as Creative Director, Instructor, and Mentor.