Rockstar Energy Drink

While working in the Marketing team at AFA JCDecaux, I collaborated with the Brand Activation department on a creative campaign proposal for Rockstar Energy Drink. The client wanted a more innovative approach to launching their energy drink and challenged us to rethink the traditional abribus MUPI format. Concept Development Together with Brand Activation, we explored how the installation itself could become part of the storytelling. The concept was to “break the frame” by extending the creative beyond the top of the unit, featuring an oversized product can rising above the structure. We also integrated Rockstar’s star element with lighting to create a strong visual presence both during the day and at night. My Role I participated in the concept development and was responsible for creating the final visualisations and mockups presented to the client. These demonstrated how the installation would appear in a real urban environment under both daylight and night conditions. Final Outcome The client approved the concept with only minor adjustments. While the final production files were developed by the client’s in-house team, the core idea and structure of our proposal were maintained. The campaign was well received and later used internally at AFA JCDecaux as a reference case when presenting innovative brand activation solutions to future clients.