The New Pepsi Challenge

For the resurrection of Pepsi’s wildly successful Pepsi Challenge campaign from 40 years ago, Pepsi turned to a social media campaign urging consumers to participate in a series of challenges ranging from sports to music and design. Using Vince McKelvie’s site EMOJI INK Yung Jake created celebrity portraits of Pepsi’s celebrity ambassadors, Usher, Serena Williams, James Rodriguez, Usain Bolt, Niccola Formichetti, and Jerome Jarre to launch the campaign.

New York TimesThe Pepsi Challenge Is Returning, but This Time for the Social Media Generation
AdAge Pepsi Resurrects Pepsi Challenge for the Social Media Age. Is It Pepsi Refresh Redux?
TodayThe Pepsi Challenge is back! Iconic campaign marks 40th anniversary with a twist
Huffington PostPepsi’s Latest Ad Campaign Has Little To Do With Soda

‘Born on the internet in 2001’, Yung Jake is a viral-prone creative innovator, mixing wildly immersive digital art with rap.

Via the paint-with-emojis site, Yung Jake created celebrity portraits that not only exploded across the web with retweets in the thousands – featured by MTV, People, and Time – but also inspired a Pepsi ad directed by Yung Jake himself.

He has since taken the art world by storm, with work that’s been reposted endlessly online and featured live by MOCA. In collaboration with the Ace Hotel, Yung Jake took over a billboard in downtown LA for Dear DTLA, and his projects Datamosh, Look and Both have taken digital experience to a whole new level., his browser-bending hip hop video project with Vince McKelvie, was shown at Sundance’s New Frontier Exhibition in 2013 along with his augmented reality app AugMented Real. Always imaginative and at times wonderfully irreverent, Yung Jake continues to devise content based on his radical visions for brands and artists.

Huffington Post - Meet Yung Jake, The Art World's Favorite Rapper
MTV - Art + Rap + The Internet = Yung Jake
LA Weekly - Yung Jake, A Recent CalArts Grad, Could Be the Breakout Art Star of Sundance
Spin - Yung Jake, Video Prankster and Meta-Rapper, Turns the Hustle into Art
ArtNet News - Meet Yung Jake, Rapper and New Media Art Sensation
Time - These Incredibly Realistic Celebrity Portraits Were Made Entirely With Emoji
BBC - Emoji portraits: the man making art out of symbols
The Guardian - A portrait of Larry David made from emojis – stylewatch
BuzzFeed Life - You Won’t Believe What This Taylor Swift Portrait Is Made Out Of
Complex - Los Angeles-Based Artist Yung Jake Opens His "New" Solo Exhibition at Steve Turner Contemporary
Complex - The Best Art Exhibitions to See This Month
Refinery 29 - 30 Under 30