Coca-Cola Meals
A pairing ritual turned into a creative engine.
The Idea
Turn meals into moments. Coca-Cola wanted a fresh way to make meals feel incomplete without an ice cold Coke. The campaign centred around a simple pairing ritual: show the food first, then let Coke complete it. A visual approach designed to travel across cultures, platforms, and appetites.
Show the meal clearly
The food is the hero
Make Coke the finishing moment
The perfect complement
Let every placement feel local
Culturally relevant
My Role
As Digital Art Director, I oversaw all digital execution. I reviewed and approved designs coming from Hogarth, ensured animations and banners met the creative bar, and managed feedback loops before work went live.
On shoot days, I helped the director with food shots while Kamo directed the lifestyle stills. The client was with us on set, approving work in real time — which kept the process tight and collaborative.
A unified design language. Stronger brand linkage across categories. A visual toolkit that scaled across markets.
Credits
- Creative Lead: Spike Kunene
- Copywriter: Oarabile Mahole
- Design: Kamo Chokane
- Digital Art Direction: Mongezi Xhoma
- Photographers: Chris Saunders & Curtis Gallon
- Director: Tebogo Malope
- Studio: Studio X
I worked at Studio X for Q1 and Q2, focused on two major campaigns as Digital Art Director: Coke Meals and Coke Studio. I learned a lot working with Spike — an exemplary leader.