Bespoke Composition | Client: Rockstar | Agency: PepsiCo
Rockstar’s latest campaign shows the brand in full party mode, as the campaign's protagonists, stuck in the dreary monotony of studying, or office admin, get boosted by the energy drink into their most fun-loving, energetic selves. It signals a shift by the brand from sports to a leisure focus, positioning Rockstar as the ultimate party starter. One film follows a young student, catapulted from the study to the nightclub, after being thrown a can by his fun alter-ego. Another character struggles to find the motivation to go out after a long day at work but, with the aid of a can of Rockstar, ends the spot pulling tricks on a longboard with her friends.
The campaign is all about transformation and rejuvenation, so we knew we had to give an old classic that Rockstar kick and set about reworking the iconic vocal to Suzanne Vega’s much-loved hit, Tom’s Diner. Our re-record is utterly contemporary, pitching the vocal up and doubling it with an EDM synth lead and rave stabs, backed by clattering trap snares and heavy kicks, redolent of Miami bass. It has also since been re-remixed by three TikTok influencers, primed for Rockstar’s Gen-Z audience.