Looking to engage directors, actors and other creatives, PepsiCo has partnered with the Sundance Film Festival on behalf of Creators League, the beverage giant’s in-house global content production arm.

Taking a page out of Red Bull’s marketing playbook, PepsiCo launched the Creators League in 2016 with a state-of-the-art production studio in New York City. The studio is tasked with creating both branded and brand-agnostic content spanning long- and short-form scripted series and films, music recordings, OTT and digital content—all of which can be distributed over five screens.

The goal: align PepsiCo brands with top creatives and artists to produce compelling content across the company’s portfolio of snacks, beverages and nutrition products.

The production arm also works with creatives on brand-agnostic projects, with the goal of extending brand equity beyond the bottle and bag to create new revenue streams through owned intellectual property.

PepsiCo is activating Sundance with the Creators League Studio, an on-site buildout that hosts events, exclusive parties and other get-togethers. The studio is anchored by the Kola House pop-up bar, a satellite to PepsiCo’s restaurant in New York City.

The Creators League Studio will host a number of exclusive after parties for some of the most buzzed about films at Sundance including Give Me Danger, a documentary co-produced by electronic music trio Major Lazer. Jillionaire will DJ the event following the group’s Park City Live performance.

The studio will also host a number of high-profile industry insider events including the Official Sundance Women’s & Fellows Breakfast, sponsored by Quaker.