Coca-Cola x NCAA
MARCH MADNESS Final Four
The Coca-Cola Company wanted to bring the heat to the NCAA Men’s and Women’s Final Four. We took over both Phoenix (Men’s) and Cleveland (Women’s) with an experiential campaign that included 4 brand activations and gave out 400K+ samples.
These activations included work for Coca-Cola Zero Sugar, Powerade, Coca-Cola Studio, and Hershey’s.
As Associate Creative Director, I played a key role in leading the creative efforts for the Coca-Cola Zero Sugar AI Hype Machine activation and the 'Taste of the Tournament' event. For the Hype Machine, I was responsible for, the sourcing and programming of the AI learning algorithm, and designed the accompanying app. For the 'Taste of the Tournament,' co-hosted by Coca-Cola and Hershey's, I developed the key visuals and inspired the set design and ancillary activities for the event.
Here’s a taste of what we did at the Men’s Final Four.
The "Taste of the Tournament," hosted by Coca-Cola and Hershey's, embraced the enchanting spirit of Phoenix to deliver an extraordinary kickoff to the NCAA Men’s Final Four weekend. Guests enjoyed a city-inspired tasting menu, special programming, and expertly crafted cocktails, all within a spacious environment perfect for networking with colleagues and partners. The event featured a mesmerizing performance by the country duo Maddie & Tae. The picturesque El Chorro Main Lawn & Ballroom, with its stunning views of Camelback Mountain, provided an authentic desert backdrop. This venue facilitated a collaborative showcase of food and beverage offerings, authentically highlighting the unique flavors of both Coca-Cola and Hershey's.
