Mountain Dew - Rise by Lebron James

Mountain Dew partnered with LeBron James to launch Mountain Dew Rise, a new energy drink aimed at building cultural traction with fans across digital platforms. The brand wanted to take the lion logo from the bottle and bring it to life as a character that could drive engagement on Snapchat, Instagram, Twitch, and other digital channels. At the time, all they had was a flat two dimensional asset printed on the can.

WKND HRS transformed the logo into a fully realized three dimensional character. We built and rigged a 3D lion asset that could move, react, and interact across digital environments. The asset was designed for flexibility, allowing it to be used across multiple launch initiatives with fans and creators. By giving Mountain Dew Rise its first 3D brand character, we unlocked a new layer of storytelling and activation for the launch.

The 3D lion became a centerpiece of the Mountain Dew Rise rollout, extending the brand identity into a dynamic digital mascot. The character appeared across social campaigns and creator partnerships, helping the brand capture attention and build energy with fans. For Mountain Dew, this marked the first step into 3D assets as part of a long term digital strategy, setting the stage for future innovation.