Coca-Cola: La Fresque
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.
Project Overview
Client
Coca-Cola & Ogilvy France
Role
Lead Creative Director
About the
experience
Living on the Coca-Cola app, the experience invites users to take a selfie to start the process of generating their own AI avatar. Their image is then blended with carefully moderated mannequins to create a bespoke character primed for national celebration. Once created, avatars are added to a digital mural which users can explore to find themselves, their family and friends.
My Role
I led this project as the main creative director, guiding the client from the discovery phase through to final delivery. Additionally, I developed and delivered 14 OOH posters and a promotional trailer for the experience. I pitched concepts, presented to stakeholders, and oversaw the creative execution, working closely with a cross-functional team to bring the vision to life. Zlaten Del Castillo later joined as creative director to oversee moderation and manage the AI pipeline.
We combined eight different AI models including Stable Diffusion to create a 15-step process that automatically generates thousands of avatar variations. Our challenge was to create a solid system that could produce multiple results with minimal errors – not just to achieve the perfect face merge, but to generate suitable hairstyles, outfits and even poses – all while adhering to our high visual standards. A variety of customisation options made the experience inclusive to all, with different skin tones and modesty and disability choices for the user ensuring that everyone felt represented.
The Execution
The Style Art Direction
We generated our own style prompts using the Stable Diffusion Model and then we trained our own model based on these images. The goal was to have modern, sporty, casual style of clothing while maintaining a modern Renaissance overall art direction.
While the main focus was on characters, we also allocated a few hundred characters per background region. Each region represented a different part of France that hosted the torch relay. All the backgrounds were made using Midjourney and additional design work. Each region also had cues and unique elements the client wanted to highlight.
Region Backgrounds
As part of the delivery, we were also tasked with creating posters and a trailer that would be displayed all over social media and around France. We used our background regions and generated characters to create an exciting high energy visuals across France.
Experience OOH & Trailer
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
Clocked 10,000 GPU hours
