For Super Bowl LVI, Pepsi wanted more than just another sponsorship moment — they wanted a cultural statement. A way to capture the energy of Los Angeles and the excitement of the Super Bowl in a bold, unforgettable way.

Canopy partnered with Pepsi to concept, design, and produce an immersive brand experience inside the LA Convention Center — the official hub of fan events during Super Bowl weekend. Our approach: create a dynamic environment that fused music, fashion, art, and sport into one seamless, high-energy experience.

We transformed the space into a fully branded Pepsi takeover, complete with larger-than-life installations, interactive zones, custom art, live performances, and highly shareable moments that fueled organic social buzz. Every element was designed to immerse fans in the spirit of Pepsi — bold, playful, and full of energy — while celebrating the vibrancy of Los Angeles culture.

The result: a breakthrough Super Bowl activation that captured massive foot traffic, generated widespread media coverage, and extended Pepsi’s presence far beyond the game itself. By creating a place where fans could truly live the brand, Canopy helped Pepsi own a major cultural moment on the biggest stage in sports.