Tropicana has launched “Give Life Some Juice,” a masterbrand campaign created in partnership with creative agency FIG. The campaign moves away from traditional category tropes to a lush, immersive tropical world that reflects the uplifting feeling of being transported to the tropics with every sip of Tropicana juice.

The work was developed alongside production house RESET directors Dorian & Daniel and animation studio Untold, who used hyperrealistic CGI to create a distinctive visual world that blends cutting-edge technology with human craftsmanship.

Set to the track “UP!” by Forrest Frank and Connor Price, this :60 hero spot, “Up,” opens with a sloth hanging from an orange tree in the rainforest, reaching for a bottle of Tropicana 100% Orange Juice. Instantly rejuvenated, he leaps into a world that comes alive around him, moving through the lush landscape and interacting with fellow animals, all with a renewed sense of swagger and confidence.

“There’s a reason electricity is nicknamed ‘juice.’ It makes things happen. We took that cultural truth and reimagined it through a more emotional lens, focusing on the feeling of uplift that only Tropicana can bring,” said Mark Figliulo, founder and creative chair at FIG. “Instead of leaning into category conventions, we built an entirely new world that’s expressive, character-driven and rooted in the tropics to show how even a small moment can transform your day.”