Coca-Cola’s campaign by Hogarth Soho and directing duo, TwoShots, is as close to experiential as you can get in a series of videos. The nine videos are brilliantly directed by Italians, Greg Ferro (aka the tabletop maniac, technique-enthusiast director and DP EyeCandy) and comedy and lifestyle director, Mattia Lunardi. The sensory craving-inducing experiences are running across the Middle East, Pakistan, Kazakhstan, Uzbekistan, and Turkish markets. Six of the videos have already been released; the final three are set to premiere at the end of Ramadan.

The campaign aims to capture the essence of Gen Z, a generation that champions authenticity and immersive experiences in every facet of life. It shares the Gen Z philosophy of living life to the fullest – from relishing traditional recipes to indulging in a refreshing Coca-Cola.

The campaign’s combination of modern cinematography and documentary style shots build authentically imperfect visual stories. The connection between tabletop and live action elements is a standout feature, providing audiences with heightened and more natural storytelling. And then each film also skilfully incorporates sound effects and ASMR sounds, inviting the audience to actively engage in it.

A distinctive hallmark of the campaign is its commitment to preserving a unique character for each film in the series, drawing inspiration from the distinctive recipes of each targeted country and celebrating the rich cultural tapestry of each market.

Credits:
Directors & DoPs: TwoShots (EyeCandy+Mattia Lunardi)
Client: Coca-Cola
Agency: Hogarth – Soho
PH: Film Pudding
Executive Producer: Layal Moukahal
Editor: Margherita Chiatti
Colorist: Danilo Vittori