Project: Coca-Cola Starlight

Role: Executive Producer, VIRTUE Worldwide

I was lucky (and apparently brave) enough to work with the most amazing team on this wild, insane, and outrageous idea… Coca-Cola Creations, a series of Global LTO digital and future led products.

The first product launch was STARLIGHT💫, a one-of-a-kind red Coca-Cola (the first time ever Coke changed their color) with a cooling sensation on the tongue that tasted like Space. My team, along with Coca-Cola, launched a massive Global social first campaign for GenZ. We created Product Films, Instagram Lenses, Social teasers, and the headliner and first of it’s kind an AR Experience launched right off the product, starring AVA MAX…

Launching in Feb 2022, Starlight broke the internet and GenZ’s mind, creating a sensation like no other surrounding Coca-Cola, and leading CEO James Quincey to announce that Creations was the future of the big red brand.

We kicked off with a pair of films teasing our launch and immediately making waves.

Then, Starlight launched… and SO DID the world’s first Concert on a Coke.

By scanning their Coca-Cola Starlight, users would get to see 3x AR performances starring pop sensation AVA MAX playing right on the can or bottle; AVA’s hit songs, “Kings & Queens,” “Sweet But Psycho,” and “EveryTime I Cry” released over the course of 2 months, and were available for our global audience for the life of the campaign.