2013
Coca-Cola shopper marketing
Created a massive library of shopper marketing materials for Coke across the Philippines — adaptable, fast-produced, and still running years later.
Art Direction
Shopper Marketing
Know More
From sari-sari stores to billboards, we designed for every touchpoint Coke lived in. The aesthetics are from 2013. But what it taught me about zoning, shopper psychology, and designing for the real world has never left.
Background
This was 2013 to 2015. The aesthetics have aged but what this project taught me about shopper marketing still shapes how I think about design in the real world.
We created shopper and OOH materials independently of the main campaign at the time, which meant understanding not just how things looked but why they needed to work differently depending on where they lived. Sari-sari stores, billboards, in-store posters, OOH. Each one a completely different context.
Idea+Execution
No shoot for the comps, and a crash course in zoning that changed how I think about shopper marketing.
We positioned Coke as the perfect partner for every snack, meal, or mood. Every comp was hand-built from reference photos before a single shoot day was confirmed. Working across this many formats taught me the psychology behind zoning, what messaging to use depending on where a person was in their buying journey, how a billboard worked on someone passing at speed versus a shelf strip talking to someone with a product already in their hand. The materials were still in use by 2018.
Execution
Designed to be inherently shareable before anyone even landed.
The activation would have placed unsuspecting millennial travelers in a moment of genuine surprise, discovering their destination only after booking. The kind of experience that generates buzz before, during, and after the trip. Not a stunt. A story people would actually want to tell.
More Works
2013
Coca-Cola shopper marketing
Created a massive library of shopper marketing materials for Coke across the Philippines — adaptable, fast-produced, and still running years later.
Art Direction
Shopper Marketing
Know More
From sari-sari stores to billboards, we designed for every touchpoint Coke lived in. The aesthetics are from 2013. But what it taught me about zoning, shopper psychology, and designing for the real world has never left.
Background
This was 2013 to 2015. The aesthetics have aged but what this project taught me about shopper marketing still shapes how I think about design in the real world.
We created shopper and OOH materials independently of the main campaign at the time, which meant understanding not just how things looked but why they needed to work differently depending on where they lived. Sari-sari stores, billboards, in-store posters, OOH. Each one a completely different context.
Idea+Execution
No shoot for the comps, and a crash course in zoning that changed how I think about shopper marketing.
We positioned Coke as the perfect partner for every snack, meal, or mood. Every comp was hand-built from reference photos before a single shoot day was confirmed. Working across this many formats taught me the psychology behind zoning, what messaging to use depending on where a person was in their buying journey, how a billboard worked on someone passing at speed versus a shelf strip talking to someone with a product already in their hand. The materials were still in use by 2018.
Execution
Designed to be inherently shareable before anyone even landed.
The activation would have placed unsuspecting millennial travelers in a moment of genuine surprise, discovering their destination only after booking. The kind of experience that generates buzz before, during, and after the trip. Not a stunt. A story people would actually want to tell.
More Works
2013
Coca-Cola shopper marketing
Created a massive library of shopper marketing materials for Coke across the Philippines — adaptable, fast-produced, and still running years later.
Art Direction
Shopper Marketing
Know More
From sari-sari stores to billboards, we designed for every touchpoint Coke lived in. The aesthetics are from 2013. But what it taught me about zoning, shopper psychology, and designing for the real world has never left.
Background
This was 2013 to 2015. The aesthetics have aged but what this project taught me about shopper marketing still shapes how I think about design in the real world.
We created shopper and OOH materials independently of the main campaign at the time, which meant understanding not just how things looked but why they needed to work differently depending on where they lived. Sari-sari stores, billboards, in-store posters, OOH. Each one a completely different context.
Idea+Execution
No shoot for the comps, and a crash course in zoning that changed how I think about shopper marketing.
We positioned Coke as the perfect partner for every snack, meal, or mood. Every comp was hand-built from reference photos before a single shoot day was confirmed. Working across this many formats taught me the psychology behind zoning, what messaging to use depending on where a person was in their buying journey, how a billboard worked on someone passing at speed versus a shelf strip talking to someone with a product already in their hand. The materials were still in use by 2018.
Execution
Designed to be inherently shareable before anyone even landed.
The activation would have placed unsuspecting millennial travelers in a moment of genuine surprise, discovering their destination only after booking. The kind of experience that generates buzz before, during, and after the trip. Not a stunt. A story people would actually want to tell.
More Works