We Are Mello | Coca-Cola®

To launch the new Coca-Cola flavor in partnership with DJ Marshmello, we did the first IRL game on Twitch. It was 60 minutes of an unforgettable experience, playing with Marshmello on many missions to recover the new Coca-Cola flavor and launch it worldwide. The whole adventure went live in more than 12 countries, with more than 600K views and a squad of amazing streamers across the globe.

And we were so excited about this project that we couldn't avoid creating an entire visual system.

Story
One day, while playing his video games, Marshmello is absorbed into a metaverse, where a masked boss villain has stolen Mello’s briefcase containing his latest Mix.

Marshmello had one hour to navigate through a series of video game-inspired missions to defeat the villain and retrieve his briefcase, to reveal the “Mix” is actually his Marshmello x Coca-Cola can.

After completing all the missions the spectators selected, the briefcase is recovered, and the Evil Mello is defeated. At the end of the livestream, viewers also were able to access limited metamerch to celebrate the experience. A exclusive skin on Zeppetto platform.

Complete Stream Pack
We combined 3D animation and motion graphics to develop a unique and attractive pack with over 30 assets commonly used by any streamer. From the Countdown video to the Emergency brake (fortunately not used).

Game Design System
The universe of Marshmello and the gaming community inspired our Game's visual language. To create the logo for this experience, we explored a language widely used by the gamer universe. The Esports Team logos have their unique personality with bold perspective 3D typography. We combine this E-Games universe with the campaign dripping assets alongside Marshmello's illustration strokes.

Since Coca-Cola broadcasted this adventure in more than 12 countries, each with its streamer, we needed to develop a Design system with a specific grid to protect any information from being covered. Unlike a typical game, we needed to create a Design system with a specific grid to protect any information from being covered. Unlike a typical game, this adventure required specific information, such as command buttons.

Through a strategic partnership with Twitch, we innovatively developed a pool system. This system can collect all consumer voting system data and promptly send the information to Loserfruit. In turn, Loserfruit would give the command action to Marshmello, a collaborative effort that adds a unique interactive element to the Game.

Typography
To create an exclusive typeface for the project, we adapted the regular shape of the TCCC-Unity Headline Black (Coca-Cola's typeface) into a new version. With a more dynamic style, this simple touch gives the whole type system a new personality with a massive sense of velocity.