Date: 2018
Client: Coca-Cola
Agency: Mirada (Trailer Park)
Role: Copywriter / Content Strategist
Project: Resurrecting a Classic for Stranger Things
Situation: For the launch of Stranger Things 3, Netflix and Coca-Cola forged one of the most anticipated brand partnerships of the year: the return of the infamous "New Coke." To announce this 1985-themed collaboration, the lead agency, Trailer Park, was creating a commercial that needed to perfectly capture the era's nostalgic aesthetic. For a pivotal shot, they needed a flawless, period-accurate CG version of the original "Coca-Cola Classic" can, and they needed it fast.
Task: As a Content Strategist at Mirada, I was brought in to lead the rapid-response team tasked with this critical visual effect. My mission was to manage our CG team to flawlessly model, texture, and render the iconic 1985 Coke can and seamlessly integrate it into the live-action scene. The success of the shot hinged entirely on our ability to make the CG product look absolutely real and optically perfect.
Action: I immediately strategized and managed the execution pipeline to meet the project's demanding creative standards and tight deadline.
CG Team Management: I led our team of CG artists, establishing a clear workflow to ensure speed and precision. My role was to translate the creative needs of Trailer Park into actionable steps for our modelers, lighters, and compositors.
Obsessive Period Accuracy: We obsessed over the details to achieve a truly "timeless" look. This involved deep research into the specific shade of red, the texture of the aluminum, the printing techniques of the era, and how studio lights would have reflected off the can in a 1985 commercial.
Seamless Optical Integration: I worked closely with the compositors to ensure the final CG can was integrated into the scene to be optically correct. This meant perfectly matching the lighting, shadows, reflections, and lens characteristics of the live-action plate, making it completely indistinguishable from a real, physical product.
Result: Our team successfully delivered a photorealistic, period-perfect CG asset on an accelerated timeline, providing a crucial element for the final commercial. Our flawless execution enabled the spot to confidently cut between practical and digital products without breaking the nostalgic spell. The campaign was a massive viral success, celebrated by fans for its authentic throwback feel, and became one of the most talked-about brand collaborations of the year, with our work serving as a key visual component of the launch.
AWARDS
2019 Silver CLIO: Television/Streaming: Special Shoot Spot/Promo
2019 Silver CLIO: Television/Streaming: Partnerships & Collaborations
