2025 / COCA-COLA / CAMPAIGN SPEC This project was independently conceived and executed, covering all phases from strategy to conceptual design. The original process assets and project materials are confidential and are not to be reproduced or used without prior written consent. COCA-COLA OVERVIEW An immersive campaign for Coca-Cola that subverts the modern paradigm of surveillance, transforming it from a tool of observation into a stage for genuine moments. Finding the Authenticity in the Digital Noise INSIGHT & STRATEGY Gen Z has transformed the tools of digital surveillance into a stage for creating authentic personal brands. The original  “Share a Coke” campaign used personalised bottles to transform sharing from a simple act into a modern, shareable form of real-world connection. We evolve the ‘Share a Coke’ model by creating ‘caught’ moments that reframe digital surveillance as an opportunity to capture genuine, human interactions. SHARE LIKE NO ONE’S WATCHING CONCEPT True connection happens in the unfiltered, unposed moments. This campaign captures the joy and intimacy of sharing a Coke when you think no one is looking, reframing surveillance not as ominous, but as a witness to shared experiences and bonds. MOCK UPS EXECUTION HERO MORE This spot establishes the campaign’s core narrative, using the CCTV aesthetic to create an intimate, cinematic moment that feels thrilling. OOH MORE Billboards placed in high-traffic urban areas stop viewers with their raw, grainy visuals, directly translating the digital trend into the physical world. SOCIAL MORE Short, quirky videos designed for maximum share-ability, showcasing relatable and absurd scenarios that invite users to film and share their own “caught” moments. Disclaimer: The images in this post are AI-generated. They were created through original prompt engineering to explore and communicate a design vision.