Coca-Cola · Creative Direction

Working with one of the most tightly held visual identities in history means every creative decision is load-bearing. As Creative Director and design lead, I directed 20 print campaigns and 15 TVCs advancing the "Real Magic" platform while protecting the brand equity that makes Coca-Cola, Coca-Cola.

Creative direction · Brand stewardship · Print campaigns · TVC / broadcast · Platform creative · Visual storytelling · Product launch

Vanilla Coke - Product Launch ★ Award-winning

Led creative direction for the Vanilla Coke launch developing a visual and tonal identity that felt like a natural extension of the mother brand while staking out new sensory territory. Familiar warmth meets the unexpected. The campaign earned industry recognition for one reason: it stretched the brand without breaking it.

Product launch · Brand extension · Tonal direction

"Real Magic" - Print Campaign Series

Directed a 20-piece campaign suite built on a single strategic truth: ordinary moments are where magic lives. Each execution elevated the everyday, a shared meal, a cold drink, a pause into something worth stopping for. The Spencerian script, contour bottle, and red-and-white palette treated as living creative tools, not constraints.

20 executions · Campaign system · Brand stewardship

"Real Magic" — TVC Creative

Concepted and led 15 TVCs across markets translating togetherness and joy into 30 seconds that feel human, not corporate. Narratives built on shared rituals, communal warmth, and the optimism Coca-Cola has owned for over a century.

15 spots · Broadcast · Global creative