Jerome Bettis + 7-Eleven + Lay’s + Pepsi
the winning combo:
creative development | scripting | storyboarding | production| edit
the project:
As a long-time creative partner of Genesco Sports Enterprises, our team was brought in to develop and produce a football fandom campaign for Lay’s, Pepsi, and 7-Eleven, starring legendary Pittsburgh Steelers running back Jerome Bettis.
The campaign blended brand storytelling, influencer content, and retail activation—requiring Arcpoint to manage creative concepting, scriptwriting, storyboarding, production, and post-production from start to finish. The final deliverables included a suite of social videos spanning multiple runtimes and creative focuses. This included two 30 second hero cuts spotlighting both Buffalo Chicken Dip and Nashville Hot Chicken Lay’s flavors, a 15-second cut highlighting Pepsi and Lay’s together, and a series of six-second assets designed for rapid social impact—featuring individual brand moments as well as Jerome Bettis arriving outside the store.
All content was formatted for both square [1x1] and vertical [9×16] delivery, ensuring flexibility across platforms while supporting A/B testing and performance-driven distribution.
the process
BEHIND THE WORK
Big ideas only work when the process supports them. Here’s how we game plan, prepare, and execute without wasting time or momentum.
+ STORYBOARDING
+ CREATIVE DEVELOPMENT
01
CREATIVE
drawing the game plan
Our team developed multiple concepts centered around Jerome Bettis’ iconic “Bus” persona, tying football energy, humor, and nostalgia into a retail-driven call to action. The creative was supported by detailed storyboards that mapped out every beat—from wide exterior shots of the bus to product-forward moments inside the store.
+ SCRIPTING
With the game plan locked, production was about precision and adaptability. The entire shoot was executed inside a fully active, high-traffic 7-Eleven with a limited talent window of one-hour, requiring the crew to move efficiently while staying flexible.
When conditions shifted, we called audibles—making smart adjustments without losing focus on the plan. Preparation allowed the team to move quickly, maximize Jerome Bettis’ time on set, and capture every planned moment without disruption.
+ ON-LOCATION PRODUCTION
+ PROP STYLING
+ WARDROBE
02
PRODUCTION
executing the game plan
Post-production brought the vision together, refining pacing, tone, and messaging across multiple versions of the spot. Edits were crafted specifically for social platforms, ensuring the story landed clearly and consistently wherever it appeared.
Each asset was optimized for TikTok, Facebook and Instagram in both 1×1 and 9×16 formats, allowing the content to live natively across feeds and support A/B testing. Final deliverables were polished, platform-ready, and built to engage fans where they scroll.
+ SOCIAL FIRST OPTIMIZATION
+ EDITING
03
POST-PRODUCTION
built to perform
+ SOUND DESIGN
04
the result
The final content delivered a high-energy, football-forward narrative that felt authentic, fun, and on-brand—bringing together Lay’s, Pepsi, and 7-Eleven through a familiar game-day ritual.
More importantly, the project showcased Arcpoint Studios’ ability to:
Lead creative development end-to-end
Execute efficiently under pressure
Navigate real-world production challenges
Collaborate seamlessly with clients and partners
It’s a strong example of how preparation, teamwork, and experience turn complex productions into controlled, successful executions.
see it in motion
DONT STOP HERE
The real magic happened on camera, now watch behind-the-scenes from this project.
BEHIND THE SCENES VLOG