Pepsi launches its ‘Live for Now’ music campaign in Belgium, starring Beyonce. The images that go along with the campaign are the result of an exclusive partnership with French top photographer Patrick Demarchelier. Both Pepsi and Beyonce worked closely together for the creative process with the international renowned photographer: the singer has a passion for art and especially for pop art. The Indian ‘Aztec’ backgrounds on the images were also personally signed by Beyonce.

The French Patrick Demarchelier is the icon in the fashion world and known for its unique and authentic portraits. Demarchelier works as a fashion photographer for fashion brands like Chanel, Louis Vuitton and others as well as for magazines such as Harper’s Bazaar, Vanity Fair and Vogue. The result of the Pepsi ‘Live For Now’ shoot with Beyonce gives full current brand experience through the eagle eyed lens of Demarchelier: direct, intense and unexpectedly with a twist ‘in the now’. The ‘Live For Now’ music campaign is to be launched end of March 2013 include retail, through events, social media and through collector items. Check out all of it here.