Coca-Cola aims to be the most powerful & positive social influence on the internet by sharing the bright side with every swipe. The way we do this is through a creative combination of social first visual content and a tone of voice that brings a smile to our fans.
I lead the creative across all channels for @cocacola. All content (paid, dark and campaign) was concepted, created and produced by my team and creatively directed by myself. We worked seamlessly to navigate complex convoluted teams to champion work and sell through compelling ideas for campaigns and social first initiatives.
Shortly after joining the team I rebranded the entire aesthetic of how Coca-Cola looks on social. This resulted in a beautiful renewed aesthetic across all channels and set up a foundation for the brand moving forward for all social. We work closely with strategy and analytics to create content that is relevant and loved by our audience, we’re intentional about bespoke content per platform.
Have a Coke Day 2021
In celebration of Have A Coke Day 2021, we brought together a mix of dancers who celebrated the day in true Coca-Cola style. Award winning choreographer Ryan Feng guided our dancers through a magical celebration on our very own Coke Day.
New Year 2021
We worked with Sprice Machines to bring us into the New Year by creating our very own Rube Goldberg Machine! Using Coca-Cola merchandise, Sprice Machines built a fun-filled machine that playfully lead us to a final cheers into 2021
New Year 2020
Dance comes naturally to Coca-Cola. It’s positive, vibrant and puts a smile on anyone’s face. We worked with dancers to celebrate the new year.
World Kindness Day 2019
World Kindness Day is an annual National Day that is socially lead and celebrated. In 2018, World Kindness Day was a great moment for the brand. We archived all content and went dark in the days leading up to the day, we then flooded the internet with 99 pieces positive messages.
In 2019, we knew we could do it again and what we needed more of, to remind consumers of our brand values and energize our community by giving them what they want, get more people excited about and increase conversation with our multicultural community.
In 2019, we set out to do it differently: We focused on platform strategy to develop a unique approach for each platform, Facebook, Twitter, Instagram and Snapchat. We went global by partnering with 20+ of our local markets and we started conversations with consumers, not just talked at them.
On World Kindness Day 2019 we asked the world what #KindnessStartsWith...
Stranger Things
1985 was the year of New Coke. Also the year of Stranger Things 3. What a coincidence (or some really good product placement). Naturally we brought New Coke back in the show and IRL. Our feeds turned upside down and so did the content.
We created a shoppable IG post (and warned the devs, because you know the hype is real). Once the post went up, we crashed the site as people rushed to buy some sweet merch. Pretty good for the street cred, but not for the fans.
When season 3 went live, we hacked Twitter and created a hide and seek that used the lightbox to reveal a secret message. As people discovered the message we added them to a leaderboard and rewarded them with Stranger Things and New Coke merch.
We got the inside scoop that 11 would try crush a can in season 3. On Snapchat we took fans into the upside down and let them crush New Coke by using facial triggers.
Cherry Vanilla Coke 2019
(CAMPAIGN DID NOT GO LIVE DUE TO THE PANDEMIC)
A new Coca-Cola flavor combining established fan favorites Cherry & Vanilla with classic Coca-Cola. This is already a flavor that true connoisseurs have been combining for decades on Freestyle machines. Now Coke is making this match-made-in-heaven official!
Cherry Vanilla Coke is - “So Good Together!”
Launching A Product in a Truly Social First Way
Murals have long been a part of Coca-Cola’s heritage. Flash forward 100+ years, and street art has totally intersected with social culture. Street art is already the background of choice for any serious selfie-r.
By using the latest social innovations, we gave a classic Coke tradition a modern twist and launched our newest flavor by bringing two artists together in a fun filled flavorful collaboration that brings Cherry Vanilla Coke to life.
Two artists were sourced from the social world, giving each artist the opportunity to visualize 1 half of our new flavor. Through this fun, engaging collaboration we created a social first narrative that tells the story of how Cherry and Vanilla are So Good Together.
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A designer and illustrator best known for her work with Nike and her murals that can be found all around the US. She always defaulted as the artistic kid in school who grew up in the Bay Area. When she found design, she found a purpose to her creativity, and it gave her every reason to stick to her skills, despite a lack of outside support.
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Born in New York and raised in Tokyo, half Korean half Japanese. With a BFA degree from Parsons School of Design, Naomi started out at Opening Ceremony as a graphic designer, then Senior graphic designer from 2010 to 2013. She has since done murals for the well known Ice Cream museum and continued to grow her skills in the world of design and illustration.
A Mural IRL
We partnered with two artists to create a digital Cherry Vanilla Coke mural for our instagram grid. In partnership with Colossal Media, the design came to life as a mural in Brooklyn, NY and informed the layout of our Instagram grid.
Each artist’s story of creation was told through short vignettes - these vignettes were integrated into our Instagram grid and revealed the process of how two artists worked together to bring the mural to life.
An Instagram Grid Takeover
The story of the collaboration will be told over a handful of Instagram posts that build up a beautiful grid. The mural will be integrated into the grid with each square telling a different part of the story. While the feed will beautifully display the progression of our artist’s collaborative mural, we’ll also encourage users to discover our narrative and hidden elements by gamifying our grid, where they’ll find everything from hidden CV iconography to dynamic BTS. We’ll surprise and delight users when they find all the elements.
In partnership with Colossal Media, our artists’ design came to life as a mural in Brooklyn.
