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We brought the Marvel universe to life through a dynamic on-package AR-experience. This groundbreaking intiative featured exclusive designs of 32 iconic characters on Coca-Cola and Coca-Cola Zero Sugar bottles and cans.
Each character was crafted with multi-state animations and visual effects, allowing virtual heros and villains to spring from the collectibles, delivering immediate surprise and delight.
1.95B
global impressions24.4B
earned social reach50 countries
launched worldwide#1 sold merchandise
for Coca-Cola in 3+ yearsIn this interactive journey, you can engage with your virtual character as they strike their epic hero pose. Rotate your device to capture a complete 360° virtual view of each collectible.
Each character can be saved to your account, allowing you to track and build your collection over time. The platform encourages sharing, enabling the spread of excitement with friends.
Concepted storyboards and scenes, mapping them out as AR moments, and iterated closely with Coca-Cola and Marvel Studios stakeholders through final approval. Illustrated final frames in Procreate, sketching with motion in mind to visualize how interaction would bring each character to life.
STORYBOARDING WITH PROCREATE APP
Iron Man
Iron Man bursts out flying around in a loop and lands in an classic 3-point pose. A stylized HUD takes over and scans him for a few seconds. Iron Man hovers side-to-side in his iconic pose while air streams out of his suit. User taps and holds the screen to charge up the power meter HUD of his Arc Reactor. Once at max-power, Iron Man shows off his laser weaponry.
Black Panther
Black Panther jumps down into a classic 3-point pose and Cap flies in. She rises while he lands holding his vibranium shield at the ready. Captain America flings his shield out of the user’s field of vision. Black Panther catches it and cheekily hands it back to Cap. She performs a Wankanda Forever salute and Cap returns the gesture.
Wolverine
Juggernaut drops in as dust clouds fill the scene. Wolverine takes advantage and jumps on his back, but Juggernaut dodges him. They turn and acknowledge each other, then immediately engage. Wolverine jumps on a steel wall, but Juggernaut slams and crashes through it. The smoke clears and nothing is left but the wall, broken into pieces.
Antman
Tiny Ant-Man runs in front of the product surrounded by quantum realm effects. The effects disappear and Ant-Man grows to normal size in an acrobatic backflip. Ant-Man humorously stretches (toe touch, side bend, shoulder stretch, and twists). User taps the screen for a quantum realm portal to appear, and he jumps into it. Ant-Man shortly reemerges from the portal and lands in a classic 3-point pose.
Users can drink, scan and enjoy interactive gameplay moments plus the thrill of seeing their favorite Marvel characters come to life in stunning detail. As part of the experience, customers collect characters to win exclusive prizes––Disney Cruise vacations, autographed Marvel memorabilia and more.
After unlocking characters, fans can register to view previously collected AR experiences and learn fun facts for each character. Special combinations of cans & bottles unlock exclusive easter eggs, adding an element of mystery and excitement.
After unlocking characters, fans can register to view previously collected AR experiences and learn fun facts for each character. Special combinations of cans & bottles unlock exclusive easter eggs, adding an element of mystery and excitement.