Super Bowl commercials come with massive pressure. Millions of viewers, huge budgets, and A-list talent all waiting for the perfect joke to land. For the 2023 Pepsi Zero Sugar campaign, “Great Acting or Great Taste,” my job as the storyboard artist was to make sure every punchline, every comedic beat, and every subtle visual gag translated perfectly before cameras rolled.
The concept was simple in words but tricky in execution: challenge viewers to question whether they were enjoying the soda because it tasted great or because the actors were selling it so convincingly. The ads featured Ben Stiller and Steve Martin, two legends of comedy, and the campaign leaned into absurd humor that required precise timing and carefully planned visuals.
Working on this project, I was especially excited about the inclusion of Zoolander references. Anyone who knows me knows that movie is a personal favorite. Stiller’s over-the-top facial expressions and gestures, along with the nods to the fashion world, gave me plenty of material to craft storyboards that were both clear and playful.
Translating Humor to the Page
Comedy on-screen isn’t just about dialogue. It’s timing, body language, reaction shots, and subtle gestures. As a storyboard artist, my challenge is to take the written script and make sure the humor reads visually before the first take.
For example, in one spot, Ben Stiller’s hesitation before delivering a line needed to look awkward but intentional. The pause had to feel natural, yet exaggeration would make the gag hit harder. My storyboards broke down each frame, showing exact gestures, facial reactions, and camera framing.
Steve Martin’s comedic timing is famously understated, which presents a different kind of challenge. His reactions often carry the punchline. By mapping his expressions and movements in advance, the boards ensured nothing was lost in translation. This is especially important in Super Bowl spots where every second counts and audiences expect precision.
The Zoolander nods added another layer. One sequence had Stiller glancing at a model on set, mimicking his Zoolander signature moves. Planning these moments visually allowed the director to see the gag unfold frame by frame, making sure the joke wasn’t too subtle for the Super Bowl audience but still clever enough for fans of the movie.
Collaboration with Directors and Talent
One of the coolest parts of this project was seeing how storyboards became a communication tool with the talent. Ben Stiller personally reviewed the boards and provided notes on how he wanted certain gestures, pauses, or expressions adjusted. Getting that level of input directly from an actor of his caliber was amazing and gave me a chance to refine the visuals before production.
Steve Martin’s team also relied heavily on the boards. They helped confirm camera placements, timing of reactions, and how physical comedy would translate to the final cut. The boards weren’t just a blueprint; they were a conversation tool between director, actors, and crew. They allowed everyone to get on the same page before the first camera rolled.
By visualizing these comedic beats in advance, we could experiment with framing and staging options that would have been impossible to tweak on set without adding cost and time. The boards also helped directors see exactly where the humor would land, and where it needed to be exaggerated or toned down.
Scene-by-Scene Humor Breakdown
The first spot with Steve Martin set up the premise: are you enjoying Pepsi Zero Sugar because it tastes good, or because the acting is just that convincing? My storyboards captured Steve in each scenario: the DMV meltdown, disappointment over a tiny plate at a restaurant, his calm precision as a surgeon, and gloating over a board game victory against a child. Every gesture, glance, and expression was mapped so the audience could instantly read his acting while questioning if he was genuinely enjoying the soda. Comedic timing had to be perfect. By planning each frame, the director could focus on performance rather than figuring out the visual setup.
Ben Stiller’s spot featured battling a sci-fi creature, proposing in a restaurant, falling for a robot, and finally reprising his Zoolander character drinking Pepsi Zero Sugar. Each pose, expression, and micro-reaction was storyboarded to balance humor with narrative clarity. Stiller even gave personal notes on the boards, adjusting moments to hit just the right punch, making collaboration a highlight of the project.
Timing was critical in both spots. A millisecond off could ruin a joke, so each frame was plotted to ensure the punchlines landed exactly as intended. Storyboards gave the directors confidence, letting them focus on performance while I handled the precise visual storytelling.
Production Efficiency Without Losing Comedy
Super Bowl productions are high-pressure environments. Budgets are tight, and every second on set counts. By providing detailed storyboards, we reduced the need for reshoots and minimized downtime. The boards clearly communicated camera angles, actor movements, and comedic timing, which meant the crew could anticipate setups and lighting changes in advance.
For a campaign like this, efficiency doesn’t just save money. It preserves the humor. When actors know exactly how a scene will play visually, they can focus on performance rather than improvising or guessing what the director wants. The boards act as a guide for the entire team, keeping everyone aligned without slowing down the energy on set.
Storyboards also prevent miscommunication. A single gesture, glance, or expression can make or break a joke. By illustrating it in advance, we make sure that every visual element contributes to the humor without ambiguity. The director can see the gag, approve it, and move forward with confidence.
Why Hand-Drawn Storyboards Matter
While previsualization software and digital tools are popular, hand-drawn boards bring a level of nuance and clarity that is hard to replicate. A sketch can emphasize exaggeration or subtlety, show exact timing, and convey the intent behind a gesture or expression.
In this campaign, subtle nuances made a huge difference. Stiller’s smirk, a slight tilt of the head, or Martin’s understated reaction all had to be visible to the audience within a second or two. Hand-drawn boards allowed me to control every detail of how the joke would be seen.
Moreover, hand-drawn storyboards are inherently adaptable. As Ben Stiller suggested tweaks, I could adjust the illustrations on the spot, showing new ideas immediately. The human touch allowed us to iterate rapidly without losing the original comedic intention.
Extending the Campaign
After the initial spots aired during the Super Bowl, the campaign extended to include additional ads and tie-ins. Storyboards helped maintain consistency. They ensured that new sequences kept the same comedic timing, character gestures, and tone.
For example, a follow-up spot included more Zoolander references. Having detailed boards from the initial campaign meant we could plan new gags that fit seamlessly, preserving the humor while introducing fresh material. Directors and actors could quickly understand the intended joke without needing lengthy explanations.
Storyboards also assisted with editing. When multiple takes were available, editors could use the boards to choose the version that matched the visual intention. Every decision, from pacing to gesture emphasis, was guided by the storyboard.
Conclusion
The Pepsi Zero Sugar “Great Acting or Great Taste” campaign is a perfect example of how storyboards are essential for landing humor on screen. From Ben Stiller’s hilarious Zoolander nods to Steve Martin’s thoughtful gestures, every comedic moment was carefully mapped, planned, and refined before cameras rolled.
Working directly with the talent, especially getting notes from Stiller himself, was an unforgettable part of the process. It reinforced how storyboards are not just technical tools; they are a medium for collaboration, communication, and perfecting the performance before production begins.
For creative directors and filmmakers, this campaign demonstrates the value of detailed storyboards. They save time, prevent headaches, and most importantly, ensure the jokes land. When humor is the heart of your story, nothing should be left to chance, and that’s exactly where storyboards come in.
Whether you’re planning a Super Bowl spot or a smaller branded content piece, investing in high-quality storyboards gives you a blueprint for timing, gestures, and expressions that keeps your audience laughing and engaged.