The task was to create a new expression of Coca-Cola’s successful ‘Real Magic’ platform and to do this in a way that only their brand can.

Coca-Cola identified that we all have a slump in the afternoon (usually post lunch) so how do we convince our Gen Z target audience that a chilled Coca Cola gives them the ultimate refreshing physical and emotional uplift when they are struggling and need it most?

The core idea is executed cohesively, like a red thread, across TV, cinema, social media, artist content films, print, online gallery and digital collectibles.

The vehicle for the story is art. To help open Gen Z’s eyes to landmark past masters from Warhol, Van Gogh, Munch and Turner as well as some of the world’s best emerging artists from Africa, India, Middle East, Europe and Latam.

This idea is set in an art gallery, during a warm afternoon, where the 1962 ‘Large Coca-Cola’ bottle pop art painting by Andy Warhol comes to life and is passed, in an exciting relay, from painting to painting along the gallery walls.

Paintings by Turner, Munch, Van Gogh, Hiroshige, Vermeer and today’s very best emerging artists from Africa, the Middle East, India, Europe, and Latin America all magically join forces to deliver Coca-Cola’s refreshing uplift to a sleepy student who is struggling to sketch and in need of inspiration.

As the iconic Coca-Cola bottle has always been a muse for artists, we continued the relationship with the 5 emerging artists promoting them in social media, in content films, in a digital collectibles series and in PR as well as including the past masters such as the Girl with a Pearl Earring.

Coca-Cola identified that we all have a slump in the afternoon, usually after lunch, so how do we convince our Gen Z target audience that a chilled Coca Cola gives them the ultimate refreshing physical and emotional uplift when they are struggling and need it most?

Art, as the vehicle to drive the story, was taken as a given especially as Coca-Cola has a long history of collaborating with, and being a muse for, famous artists such as Andy Warhol.

This epic film required a delicate balancing act to ensure all the dynamics worked.

A clean base was set for the large-scale gallery and then worked to hero our main character giving him more colour and presence whilst managing the sweeping camera moves through distinct environments with lighting that could feel different depending on the camera angle.

The Coca Cola bottle was the other hero. A good weight of colour was necessary as it passed between the different paintings, and in and out of the live action, to maintain the distinctive and iconic look of the red bottle and logo.

Each painting was meticulously researched with hi-res scans of the originals to capture the true colour palette and textural accuracy the artists intended.

Passing between the gallery and into the immersive artworks required lots of dynamics between grades which was achieved through mattes and shaping.

This global near two-minute hero film was created primarily for long format story telling in social media and television.

The film launched in Latin America on 6th March 2023, just before Cannes awards entry deadline, and is rolling out across Coca-Cola’s other regions throughout this year.

Early results and impact have been dramatic.

In the first 3 weeks the film and edits was watched more than 40M times on YouTube alone (primarily Latin America Spanish YouTube) and went viral on Twitter.

It has featured extensively in marketing, advertising or art publications around the world including ad of the day (The Drum), ad of the week and one of the most visually inspired spots of the year (Shots and Shoot) and called a branding masterpiece.(Creative Bloq).

Masterpiece is on track to contribute to the 2.2BN daily servings and $43BN worldwide net revenue across 200 countries of The Coca-Cola Company.