Coca-Cola
We Are Mello
When Marshmello drops a new anything, it’s gonna be something epic. When Coca-Cola releases a new flavor, the world will talk about it. So when these two came together to launch their flavor collaboration, millions of fans from around the globe dropped everything to take part. For this flavor launch, we created a massive real-time video game adventure live-streamed on Twitch, where you and other gamers could control Mello’s every move. But what you saw on the stream was a massive “metaverse” IRL, featuring a 51-acre studio, using 3,000 meters of cable, a 120-person crew, 32 channels of audio, 22 in-game talent, 7 choreographed missions, 6 cameras, and 2 drones. Broadcast in multiple languages, simultaneously. And we did it all live; no extra takes, no do-overs.
With a polling system in place, gamers voted on where Mello would go and what he’d do as he made his way through the different levels. Top streamers like Loserfruit would relay these commands, leading Mello to a final epic boss battle with his alter ego - Evil Mello - to retrieve his briefcase and its top secret contents: the new flavor collab. Having guided Mello to defeat his alter ego, fans gained access to win metamerch designed by Sepeto, and limited-release cans to celebrate.
But there was more Mello where that came from: we created a first-of-its-kind song visualizer that interprets your feelings about Mello's new track, “Numb” featuring Khalid. With cutting-edge technology, you’d generate a one-of-a-kind piece of digital art simply from your facial response to the song. We translated this app into 15 languages and made it as simple as scanning a can. It was a hit, and not just from the love on social media: “Numb” had over 155 million plays on Spotify alone, and over 50,000 unique digital artworks were created worldwide.