The Coca-Cola
Christmas Calendar
Social Campaign
Project Summary & My Role
-
Visual & Motion Design
-
UI & UX Design
-
Art Direction & Brand Guardian
Coca-Cola challenged us to help people connect with loved ones for Christmas.
We accepted the challenge and created “The Coca-Cola Christmas Calendar” - a social campaign which inspired people to give something only they could give, themselves.
Fulling a lead role and I helped define the campaign aesthetic/art direction. I led the visual design, motion design, UI design, supported on the UX and was responsible for the delivery of all final social outputs.
​​
​
Creative Idea
​
How did we deliver? – Each day throughout December we offered people the chance to unlock exclusive Christmas content made for sharing with friends and family.
Through 31 bespoke content experiences, which changed daily throughout December, we enabled people to gift themselves – even if they couldn’t be physically present with their loved ones that year.
Visually the calendar called on illustration styles, manga anime and the iconic Coca-Cola branding to help define its aesthetic. Our content, which was inspired by roulette filters allowed people to share the love & joy at Christmas.
Defining User Journey
In what was a team collaboration, I helped to ideate and define the user journey needed to deliver the Christmas Calendar experience.
Via scannable QR codes on Christmas Coca-Cola packs or paid ads on social, users were sent to the ONE Christmas hub page. Once on the hub page, users were shown the Coca-Cola Christmas Calendar, where they could click through to the content page - revealing the unique daily content. Users would then be offered the chance to download/share the content with their loved ones.
Coca-Cola Christmas Calendar Site – UI / UX
The website required development on Adobe Experience Manager, demanding the UI/UX design to be crafted within the constraints and components available. I helped structure the hierarchy of each page, breaking down primary and secondary content.
​
Supporting Coca-Cola Christmas content & promotions were listed beneath the main Calendar experience. To ensure campaign consistency, the UI adhered closely to the newly established art direction for the Christmas Calendar.
Prototypes - User Journey
These prototypes were developed to stress test the proposed user journeys and demonstrate to stake-holders across the different touch-points how the end-to-end experience would be fulfilled.
Illustrative Led - Social Assets
Utilising Illustration to deliver our message, these social assets were the first of the 31 bespoke content pieces we created for the Christmas Calendar.
Visually I wanted the calendar to be true to its word - a calendar. Housing each asset within the animated calendar template, which I designed from the ground up, I wanted to re-create the magic of opening an advent calendar door and discovering what was behind.
Drawing influence from manga anime, I incorporated speed lines to energetically pull the user through the calendar door and reveal the hidden content within. The illustrations were done by a freelance illustrator – In collaborative process that I was a part, the illustration style was defined - to which I then added the motion design, created the final lockup with the copy and delivered the final outputs.
Copy Led - Social Assets
These Copy Led assets were the second batch of the 31 bespoke content pieces we created. This time utilising copy only to deliver our message. These assets again used the animated calendar template I designed, to which I was once again responsible for the visual design, motion design and delivery of each final output.
Lens Reveal - Social Assets
The third batch of the 31 assets we created were the Lens Reveal assets. Again, contained within the animated calendar template, these assets revealed the Instagram lenses users could unlocked. Although not responsible for the creation of the actual lenses, I did once again deliver the visual design, motion design and final output of each of these assets for social.
Sticker Reveal - Social Assets
The final batch of the 31 assets created were the Sticker Reveal asset. These were stickers that users could download or share via Instagram stories. The stickers themselves were created by the freelance Illustrator we hired. As before, for visual consistency they were housed in the animated calendar template, where I was responsible for the visual design, motion design and delivery of each final output.
Roll The Credits
-
​Agency – Movement Digital
-
Creative Director – Mark Freeman
-
Visual & Experience Director - Tim Ash
-
UX Lead - Fiona Hutchinson
-
Creative Lead & Copywriter - Mike Stone
-
Creative Lead - Tom Shelton
-
Illustration - Jade Spranklen & Jack Cant
explore_more
