Doctor Pepper

Romeosshow Jingle

I really loved the idea and process behind this project. A TikTok creator went viral after posting a simple, catchy Dr Pepper jingle that quickly took off across the platform. The video exploded to over 42 million views, more than 5 million likes, and a comment section filled with people saying, “Dr Pepper needs to use this as their jingle.”

In the end, the spot came together in a way that felt energetic, playful, and true to the original viral moment. It was an intense turnaround, but an incredibly fun and rewarding process to be part of.

The campaign’s cultural impact extended beyond broadcast, earning coverage from major national news outlets including Ad Age, The Today Show, ABC News, and People Magazine, while resonating strongly with the TikTok community.

Fans celebrated the brand for turning a viral creator moment into an official Dr Pepper commercial, highlighting the power of translating organic social momentum into a nationally aired spot.

Deutsch recognized the moment as a perfect opportunity to show the brand was paying attention to culture in real time. When Dr Pepper decided to turn the viral sound into an official national spot airing during the 2026 College Football Playoff National Championship, everything moved fast.

We had one day to create the commercial.

The team locked in immediately. We started by building temporary graphics based on the original TikTok, but once the finalized audio came through, our initial approach no longer worked. From there, the project turned into a rolling, highly collaborative machine with ideas evolving in real time as we adjusted animation, typography, and timing to match the new track.

Treat yourself

This Dr Pepper campaign centered around expressive typography interacting with and around the cans. The motion was designed to feel playful and dynamic, with type reacting to the product to add energy while keeping the focus firmly on the Dr.Pepper cans.

Choose your Pepper

These Dr Pepper spots were a blast to work on! I created four distinct animation styles for the campaign—ranging from bold, popping 3D letters to more subtle 3D treatments and smooth, bubbly type animations. Finding unique looks for each spot and making sure the animations played nicely with the footage made the project both challenging and fun.

Below are some different versions
I got to create:

White Noise

Me Time

Every Kind

It’s All Zero

Count to Zero

Credits.
Client - Doctor Pepper
Production - Steelhead
Animation - Tian Hughes

Lowe's Tentpole

IBM Z Resilience