In Brazil, Branded Entertainment is still moving in baby steps.

With Brazilian TV having the media penetration that it has, almost 98% of the population, few brands spend time and budget on other alternative medias than the traditional TVC.

In the case of cinema, the situation even less evolved. In a space that offers a diversity of interacting opportunities with a target that is completely concentrated, the general media restricts itself with standard pre-trailer ads and sampling activities.

Given this scenario, the partnership with Dolby is innovative for two main reasons:

_It’s the first time that Dolby modifies its traditional vignette to pair up with a brand.

_it is a positioning of branded content in cinema’s prime time: that moment when the theatre is crowded, anxiety before the film begins with attention totally focused on the screen.

Coca-Cola is definitely an icon and has such a strong visual identity that it's always a challenge to represent all of its codes digitally.

In such an abstract situation such as inside a Coke bottle being opened, an interesting task was to recognise what existing elements could be used as characters in order to explore all the sound spatiality Dolby provides. We’ve elevated elements such as gas bubbles and ice rocks to protagonists of the piece, so that Dolby could have something more palpable to design its characteristic sound.

Also, what was particularly difficult with this project was to create new environments that would still be loyal to what really happens inside a bottle but were not to literal about it. The Ice rocks resemble icebergs; the tip of the bottle creates what could be seen as a river and waterfall, etc.

A lot of liquid simulation was used in this project, what usually takes a lot of time to render, but the task that required most was to achieve such a realistic yet plastic photography, taking into account all of Coke's visual codes.

We've used 3DsMax, Real Flow, After Effects and Flame.

The trailer has been well received and is already being rolled out to all cinemas in Brazil. In addition it is currently in the process of being delivered to cinemas all across Latin America.