In the lead-up to Super Bowl LX, Pepsi and OMG partnered with Overall Murals to create a large-scale hand painted wallscape that captured both the energy of the game and the cultural weight of the Bay Area hosting it. The artwork centered on a bold declaration,  “THE BAY DESERVES”,  pairing a Pepsi Zero Sugar can and Super Bowl-branded football with the unmistakable silhouette of the Golden Gate Bridge. 

Designed as a reflection of the moment, the mural blended national sports culture with local pride, positioning the brand as part of the city’s rhythm rather than an interruption. As the Super Bowl expanded beyond stadiums and screens, the wall became a visual marker of anticipation, celebration, and place.

The mural was strategically placed on our wallscape in Union Square, one of San Francisco’s most active and visible corridors. Surrounded by transit hubs, retail, restaurants, and constant pedestrian flow, the location ensured the piece would be seen by commuters, tourists, and early-arriving fans alike. 

Over six days, Overall’s Walldogs hand painted the illuminated wallscape in full public view, making the production process part of the experience. As the artwork took shape, it became a neighborhood beacon and a central point where attention naturally gathered in the days leading up to kickoff.

By activating early, the campaign generated 1.1M+ impressions before Super Bowl weekend, anchoring Pepsi in the city before peak saturation hit. The impact extended beyond the wall through content documenting the labor behind the scale, highlighting the human effort behind a highly visible moment. Rather than reacting to the Super Bowl, the project shaped it, demonstrating how hand painted out-of-home can define cultural moments before they officially arrive.