Coca-Cola / NCAA / Muse Concert

BUILDING THE COUNTDOWN TO THE FINAL FOUR.

Creative Direction / Environmental Design / Experiential Design / Graphic Design

THE CHALLENGE

Build excitement across Atlanta for Coca-Cola Zero’s NCAA Final Four activation and drive fans toward a free live concert at Centennial Olympic Park featuring Muse, Ludacris, Flo Rida, and Macklemore & Ryan Lewis.

MY APPROACH

I created a bold, scalable campaign system designed to take over the city in the days leading up to the event. The visual identity combined artist photography, Coca-Cola Zero branding, Final Four graphics, and a digital countdown concept across large-scale mall installations, escalator graphics, transit shelters, environmental signage, and event graphics. The system was designed to remain consistent and immediately recognizable across dramatically different spaces and formats.

THE RESULT

A high-impact environmental campaign that carried Coca-Cola Zero from the streets and retail spaces of Atlanta all the way to the concert experience at Centennial Olympic Park. The coordinated touchpoints created anticipation, promoted the artist lineup, and gave Coca-Cola Zero a strong, highly visible presence surrounding one of the biggest weekends in college sports.