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The spot, by Abbott Mead Vickers BBDO, shows cinema visitors looking at themselves in the toilet mirror and seeing their reflections unexpectedly transformed into characters such as clowns, werewolves and zombies.

Using breakthrough facial-tracking technology and augmented-reality software, Pepsi Max fitted modified bathroom mirrors in the toilets of London Odeon cinemas.

The work was created by James Rowley, who collaborated with Thibaut Weise at Faceshift.com and Jon Hammond at RAD London.