The Ask: For the 2018 and 2019 Final Four, Coke wanted to create multiple
interactions with their brand and roll out new flavors to the fans.
The Solve: The brand was marketed through experiential activations, music, and broadcast.
My Role: Original concepts / creative direction
Footage from Coke’s activations in Minneapolis were quickly edited and used for the tip-off commercial leading into the championship game.
We created the visual programming and stage graphics / animations for the Jonas Brother’s set design.
We collaborated with famous graffiti artist Greg Mike to create live mural art for each of the Final Four teams on our Orange Vanilla Coke shipping container. The double -decker shipping container activation served as a hangout area for fans. The experience included customized team Cokes, live art, a DJ, photo opportunities and sampling all Coke products including the new Orange Vanilla Coke.
Weekend Recap: The recap video shows all activations and concert integrations with the Coke brand.
Coke Music: My role was to creative direct the team for all stage and VIP visuals, stage animations and run of show for the Imagine Dragons during the
March Madness Music Series. We also programed Coke moments of uplift throughout the day such as bringing home a soldier to surprise their family on stage.
City Takeover: In addition to the concert we took over the city of San Antonio with multiple Coke touch points such as branding all riverboats and activating them with surprise celebrity talent to host March Madness trivia to win game tickets. Coke product was given out to refresh fans, custom commemorative team cans were made, a Coke dinner party with celebrity guest was thrown and many other touchpoints took over the city.
