Coca-Cola - Free the Rhythms (Coke Studio)
Role: concept, copywriting, creative direction, video editing (case study).

Music algorithms have trapped an entire crop of young listeners in echo chambers, creating divisive fandoms and isolation. Quite the opposite of Coca-Cola’s longstanding values of inclusion and togetherness. It was the perfect storm for us to intervene.

︎Together with Jon Batiste, we created a hero track, then shared with an unconventional mix of four young stars to collaborate on their verses. It premiered with a narrative music video in which these artists' different strengths – melody, lyrics, vocals, and performance – are visually combined into the song, while reflecting their individual styles. It has reached 14 million organic views on YouTube, in addition to TV and theaters.

︎The music video’s sets were recreated in a digital game. With phases inspired by the music video's script, fans had to progress through other artists to unlock exclusive material from their favorites.

︎Following the inaugural track, we beign releasing the other unexpected collaborations in the program. Each original song was accompained by a live session recording video. (More on Coke Studio's YouTube channel.)