Coca-Cola Holiday 2022:
Las Vegas Takeover
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The biggest drink brand in the world knows how to go big in Vegas. Their holiday brand campaign took over dozens of screens at Resorts World on the Vegas strip. One of which is 27 stories tall and another was a spherical LED screen. Knutson Studio created a visual story using Coke's holiday brand system to take full advantage of the massive screen sizes and ratios.
Credits
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Production Co.
StudioNow
Executive Producer
Lauren Breen
Producer
Matthew Montemaro
Art Direction / Design / Animation
Knutson Studio
3D Animation
Peter Hebein
/ Storyboard frames. The Coca-Cola brand team had already created an extensive set of 2D icons and illustrations not all of which are featured in these videos. We leaned heavily into the snowflake designs, ornaments, and presents for this particular activation.
Armed with an icon system and color palette provided by Coke's brand team, we were given the task to create a 15-second visual story that would play across 7 different screen ratios. Three of which are huge LED panels on the exterior of the property: the massive West Tower screen, the tall and skinny East Tower screen, and the Zouk Tower screen that wraps around a 90° corner and also has a window in the middle.
/ Exterior screen diagram. Note the radically different proportions. The same animation needed to read across all formats. The solution for Zouk Tower was to essentially mirror the animation to play on each side and not have key elements be obstructed by the center window.
Then there was the Globe screen located inside the hotel. This is a very large, spherical LED screen that is at least 2 stories tall. The canvas is a 7200 x 2105 pixel rectangle that wraps all the way around the globe (no idea how they do this!).
The Globe needed it's own visual treatment and, naturally, the team wanted to make it look like a giant snow globe. The direction was to put the classic Coke polar bear inside of a holiday snow globe scene and the final result looked fantastic in-person.
/ Matt Knutson in front of the globe in-action.
