SMALL VICTORIES
THE BRIEF
The “Taste the Feeling” campaign searches for a moment which Coca Cola now campaigns and associates with their products. That moment is what was needed to make this project successful.
The project asked us to interpret and understand the Coke brand completely to the effect of making either an animated video or interactive application which could pass as a successful Coca-Cola campaign.
This included using the Coca Cola soundtrack and understanding all the legalities that come with using commercial music as well as how and when the Coca Cola brand can be used.
This included using the Coca Cola soundtrack and understanding all the legalities that come with using commercial music as well as how and when the Coca Cola brand can be used.
THE CONCEPT
Taste the feeling is a campaign to bring all the different "Cokes" under one brand. The campaign focuses on
moments in which a feeling occurs, but not just any feeling. Its an abstract feeling of happiness in
different forms.
moments in which a feeling occurs, but not just any feeling. Its an abstract feeling of happiness in
different forms.
Preying on this notion the video encompasses a theme of stress and relief in the form of small victories.
The stress of not knowing where the bottle will end up, and the relief of it not landing on you. The stress
and tension of your muscles battling it out against your opponent and the relief of beating your
opponent, The stress of not knowing whether the girl likes you back and making a move on her and the
relief when she holds your hand back and reciprocates those feelings. The stress of not being as good as
you should be and the relief of the finally achieving your desired results.
THE PROCESS
STORYBOARDS
Like every decent project ever made it began with planning. Since this is a video it was important to get the storyboards done so as not to waste mine and my actors times.
MUSIC MAKING AND VIDEO EDITING
The video is made carefully edited to the most minute frame to be on beat and on time with the music provided.From the start it intrigues with a title, bottle spin and a heavy thud of the
arms ready to rumble on beat with the music. This makes the video something you want to keep
watching over and over.
arms ready to rumble on beat with the music. This makes the video something you want to keep
watching over and over.
The video also has a vintage but strong and fierce look which encapsulates Cokes brand's look and feel.
Using actual couples and playing an actual game of spin the bottle and arm wrestling gave the feel of
authenticity which until today is a key element of the Coca Cola brand.
THANKS
