Coke Zero has made a lot of progress in recent years convincing a broader audience to try its no sugar product. But there’s still a large amount of people who refuse to believe they’ll enjoy the taste. We realized that great taste can’t always be “sold.” Instead of trying to convince people through traditional messaging, Coke Zero set out to drive trial and brand affinity with an innovative approach that would let the product “speak for itself.”

For this project, we developed a typeset for Coke Zero in 400 languages by leveraging the inherent qualities of the product combined with artificial intelligence. This endeavor took a unique route in visual effects, aiming to capture the essence of Coke Zero for billboard creation across its global markets, which number over 400. Faced with the challenge of generating any conceivable word, we bypassed traditional CGI, where letters are individually handcrafted, and instead turned to a modern method. By using computer vision, we identified natural shapes within Coke Zero to achieve the visual effects. This innovative strategy led to the generation of over 40 million data points and a distinctive typeset created directly from Coke Zero.