Focus

ICNCLST partnered with Pepsi to create a culturally resonant tribute to Los Angeles ahead of the big game (Super Bowl LVI, 2022). The goal was to honor the city’s unique culture and hip-hop heritage through art and experiential storytelling.

Execution

Legendary artist Mister Cartoon was commissioned to design a custom lowrider, requiring over 200 hours of handwork. The murals celebrate West Coast hip-hop, Mister Cartoon’s personal heritage, and his neighborhood roots. In addition, he designed 10 limited-edition signed Pepsi art cans, with 5 distributed to winners via the Pepsi Halftime Show App. ICNCLST oversaw artist collaboration, creative direction, and experiential execution to ensure authenticity and cultural impact.

Cultural Impact

The activation fused art, music, and brand storytelling, celebrating Los Angeles’ cultural history while engaging fans in an immersive, collectible experience. By highlighting local heritage and hip-hop influence, the project strengthened Pepsi’s cultural relevance during one of the year’s biggest moments in sports and entertainment.