Buck partnered with Coca-Cola to create immersive concepts to fit the unique set of screens at the Mercedes-Benz Stadium in Atlanta. The challenge was to create content that takes over the massive 360 Halo video format of screens, alongside with a huge Feather Wall that connected in real-time with the rest of the stadium strips. We divided the work in 2 concepts, Caps and Ribbon.
CAPS
The Halo format presents some interesting challenges for this concept. The intro Coke logo was tiled across the wide format to begin. Each aperture then opens to reveal one large sweeping ‘crowd’ render for each 180 side of the halo. As we push into the bottle-cap crowd, a wave travels around the entire halo.
RIBBON
The creative for ‘Ribbon’ utilizes the unique format of the halo well. Similarly to ‘Caps’, part of the challenge was to find the balance between the tiled imagery needed for hero moments, and the full-halo immersive takeovers.
During the introduction where the ribbon takes the form of the recognizable Coke ribbon, it travels along the width of the entire halo. For the simpler moments we have one seamless connection. When the ribbon takes on amore complex animation, we've hidden the seams in a thoughtful way.