Due to new legislation that prevented Coca-Cola from targeting customers under 13 in the U.S., Fanta was in urgent need to "age up" 100% of its digital assets from an existing Global Visual Identity / Campaign that focused on cartoon illustrated characters [RE: Seen by the Coca-Cola Legal Team as too much of a risk to use in U.S. Markets to comply with new government regulations].
The new target demo was to reach older (16-19), Multicultural teenagers ... without straying too much from Fanta's well established, light-hearted brand strategy and values.
- Project Roles
- Art Director, Strategist, Set Designer, Retoucher, Project Manager, Producer, Post Producer, Photographer, Illustrator, Editor (Brand/Content), Designer, Copywriter, Content Strategist, Content Producer, Art Producer, Typographer
- The Coca-Cola Company
- Adobe Illustrator, Adobe Photoshop, Art Direction, Brand Strategy, Cat Herding, Comedy, Compositing, Conceptual, Content, Content Strategy, Copywriting, Creative Direction, Creative Research, Creative Strategy, Design, Digital, Editing, Entertainment, Ethnographic Research, Final Cut Pro, Humor, Integrated, Lifestyle, Lighting, Live Action, Low Budget, Managing Budgets, Marketing Strategy, Media Strategy, Mixed Media, Modeling, Multi-cultural, Post-Production, Producing, Project Management, Research, Retail, Retouching, Scripting, SMO, Social, Social Media Strategy , Storyboarding, Strategy, Trend Analysis, Urban, User Research, Videography, Visual Development, Wrangling - Creatives
- Advertising, Art, Brand Films, Brand Guidelines, Brand Identity, Branded Content, Branding, Briefs, Budgets, Commercials - Video, GIFs, Key Art, Large Format Photography (Digital), Microsites, Mood Boards, Photography, Pitch Decks, Products - Digital, Props, Sculptures, Set Designs, Sets, Sketch Comedy, Social Media Content, Social Media Copy, Storyboards, Taglines, Typography, Viral Films, Visual Designs
- Project Industries
- Advertising, Beverage, Entertainment, Lifestyle, Media, Packaged Goods, Retail