Coca-Cola: La Fresque
Year: 2024
Location: Paris, France
Client: Ogilvy & Coca-Cola
Production Company: UNIT9
My Role: Lead Creative Director
An AI-Avatar Experience
The Olympic Torch Relay of Paris 2024 will be a once-in-a-lifetime event for all French people, watched by the world. As sponsors of the event, Coca-Cola wanted to immortalise the moment that France comes together with an inclusive, unifying art experience. So we created The Coca-Cola Fresco, an AI-driven digital mural that expands and evolves with every new person that joins the celebration.
About
The Coca-Cola app invites users to take a selfie to generate an AI avatar, which is blended with moderated mannequins to create unique characters for national celebration. Avatars are added to a digital mural for users to explore and share.
We used eight AI models, including Stable Diffusion, in a 15-step process to generate thousands of avatar variations. This system ensures minimal errors and includes customizable options for skin tones, modesty, and disability to ensure inclusivity. The Fresco features a Renaissance style with modern paint effects and 14 unique backgrounds highlighting French landmarks.
The Execution
These backdrops were also used to create a series of localised OOH posters to help Coca-Cola promote the campaign across the country:
Additionally, we also worked on a trailer to promote the experience:
We learnt a lot about AI over the course of this project – from its strengths and current weaknesses to the best ways to combine different tools. AI isn’t ready to be used ‘straight out the box’ in many production environments. So a bespoke approach is often needed – especially when large output numbers are required. Designing and constantly refining a suitable pipeline for these output requirements is key for success.
Using the power of AI, The Coca-Cola Fresco created a visible and unique connection between French people across all regions, ages, genders and backgrounds, epitomising what it means to stand together and celebrate as a nation. Over the course of the project we:
-Moderated over 1 million output variations
-Generated over 20,000 unique output variations for our final AI library
-Tested on datasets of 1000s selfies
-Integrated over 500 prompts
-And clocked 10,000 GPU hours
The Coca-Cola Fresco is a perfect example of how we can use AI to its greatest effect within advertising – to accelerate our workflows, elevate our craft and drive personalisation at scale. We can’t wait to see where the ever-evolving tech will take us next.
The Results
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