001 - coca cola
taste the
transformation
Gen Z thrives on constant change and evolution, reimagining and reshaping everything from culture to themselves. Basically the opposite of Coca-Cola, a product and brand that has thrived on consistency for over a century.
So we partnered with one of this generation’s icons, the multi-faceted and genre-defying Rosalía, to create its newest flavor that celebrates transformation and the many versions of ourselves.
when:
2023
my role:
concept
copy
script
UX
Everything was developed in direct partnership with the artist, from concept to craft, from a flavor that transforms in your mouth to a new hit single.
A co-creation to show the world the transformative power of music.
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case study
launch video
Move® combines the classic Coca-Cola taste with bold and delicate flavors, celebrating the different faces of transformation. This concept is reflected throughout the campaign, including this music video where Rosalia discovers different versions of herself.
By scanning the can, people could enter the Metaversions experience and unlock different versions of themselves.
Each journey led to a custom avatar that reflected their own unique vibe.
The visual identity incorporates Rosalía’s own handwriting, infusing each execution with a personal touch from the artist.
