COCA COLA Y3000AI APP + SHARABLE USER CREATED VIDEO

I was pulled on by Sawhorse Studio and VIRTUE Worldwide to do some of the heavy lifting on the motion design of Coca-Cola's marketing app, Y3000AI. The team we built the app with was a diverse super squad of developers, product designers, motion designers, prompt engineers and video editors. This is the first time, outside of my own company, that I've been able to work so closely on a project with other high-level professionals in other disciplines outside of video. I can't tell you how much of a joy that experience was. I believe its effect on the massive output of videos and variations is self-evident.

The app's concept is this: the user logs on and takes a photo with their phone. You can slide between four quadrants, and that affects the kind of generative output you get from our custom-trained model. When submitted, that photo gets run through GenAi; then, the output is stitched into the sharable looped video that I created. It's exported from a render worker in the cloud and can then be shared on social media platforms.

The following section is a brief look at the many versions and iterations we explored for this sharable video. As this is the hero element of the app, we were able to extrapolate many design elements to use not only within the app itself but also on the full suite of marketing videos we created for the app.

I was pulled on by Sawhorse Studio and VIRTUE Worldwide to do some of the heavy lifting on the motion design of Coca-Cola's marketing app, Y3000AI. The team we built the app with was a diverse super squad of developers, product designers, motion designers, prompt engineers and video editors. This is the first time, outside of my own company, that I've been able to work so closely on a project with other high-level professionals in other disciplines outside of video. I can't tell you how much of a joy that experience was. I believe its effect on the massive output of videos and variations is self-evident.

The app's concept is this: the user logs on and takes a photo with their phone. You can slide between four quadrants, and that affects the kind of generative output you get from our custom-trained model. When submitted, that photo gets run through GenAi; then, the output is stitched into the sharable looped video that I created. It's exported from a render worker in the cloud and can then be shared on social media platforms.

The following section is a brief look at the many versions and iterations we explored for this sharable video. As this is the hero element of the app, we were able to extrapolate many design elements to use not only within the app itself but also on the full suite of marketing videos we created for the app.

Initial Design Options

Initial Desiign Options

Second batch of design options

Second batch of Design Options

Initial design options resized for 9x16

Initial Design Options for 9x16

One of many Animation Alts

One of many Animation Alts

FUTURE VISIONS - PRODUCT PROMO

While we hoped that the sharable item would be wrapped before moving on to the marketing pieces, the circumstances didn't allow that. So, we began building out the additional marketing videos in tandem with the second round of animation exploration. While this did cause some extra work, it also created tremendous opportunities we could take advantage of with further design and animation exploration. This led to some additional ideas on the animation side that we could implement across the suite of deliverables.

This promotional piece aimed to convey the idea that you could create a load of different photo treatments for your picture. Since the concept was that you could see what your environment looked like in the year 3000, it made sense to focus on different locations across the world.

While we hoped that the sharable item would be wrapped before moving on to the marketing pieces, the circumstances didn't allow that. So, we began building out the additional marketing videos in tandem with the second round of animation exploration. While this did cause some extra work, it also created tremendous opportunities we could take advantage of with further design and animation exploration. This led to some additional ideas on the animation side that we could implement across the suite of deliverables.

This promotional piece aimed to convey the idea that you could create a load of different photo treatments for your picture. Since the concept was that you could see what your environment looked like in the year 3000, it made sense to focus on different locations across the world.

Future Visions Product Promo Animation Iterations

Future Visions Product Promo - Animation Iterations

PRODUCT XP - PRODUCT PROMO

Getting the user to understand how the app worked, of course, was very important to its success. So, the team at Coke and VIRTUE decided to mash the explainer and promo approaches together into one piece. This is a very high-level walkthrough indicating how to utilize the app.

Product XP Promo

Product XP Promo

PRODUCT EXPLAINER PROMO

Within the same vein of the Future Visions piece, we took this explainer one step further to expand the process of using the app. While this was not literal, it symbolically hit on the primary user flow for using the app. These were just 2 of the many iterations we made for the explainer video.

Variations of the Explainer Promo

Variations of the Explainer Promo

This project stands on its own in my career and is one that I will always aspire to chase. Grinding through long hours and massive amounts of iterations was actually a pleasurable and fulfilling experience with this amazing team of creators. It could have easily slipped into nightmare territory if it hadn't been for the leadership and cohesiveness of the team as a whole.

VIRTUE WORLDWIDE

SAWHORSE PRODUCTIONS

COCA COLA Y3000AI CAMPAIGN

CONSUMER GOODS CAMPAIGN REVIEW

ANIMATION + DESIGN + DIRECTION

[email protected]

[email protected] - 319.360.7929