Coca-Cola Photography Coke on the Go

Coke came to us for a global photographic style that would work across all occasions and be unique to the brand. As well as supporting Coke's design principles it was crucial that the style feel credible and authentic, something that reflected today's consumer but retained the classic attributes of a Coke image.

Part of the process was to spend time searching through Coca-Cola's extensive archives for inspiration - as well as sourcing and experimenting with numerous photographic styles. After agreeing on the approach, we planned and art directed a photography shoot to provide the markets with actual images to use for direction and local activation. In addition we created guidelines detailing every aspect from lighting, models (personality, attitude), wardrobe and styling, positions, movement and technical guidance on re-touching and color treatments to be applied to the photography.