We Are Mello | Coca-Cola®

To launch the new Coca-Cola flavor in partnership with DJ Marshmello, we created the first IRL game on Twitch. It was a 60-minute unforgettable experience, where players joined Marshmello on a series of missions to recover the new Coca-Cola flavor and launch it worldwide.

The whole adventure went live in more than 12 countries, generating over 600K views and bringing together an amazing squad of streamers from around the globe.

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

Story
One day, while playing video games, Marshmello was pulled into a metaverse, where a masked villain had stolen Mello’s briefcase containing his latest Mix.

Marshmello had one hour to navigate a series of video game-inspired missions, defeat the villain, and retrieve his briefcase — only to discover that the “Mix” was actually his Marshmello x Coca-Cola can.

After completing all the missions selected by the viewers, Marshmello recovered the briefcase and defeated Evil Mello. At the end of the livestream, viewers were also able to access limited-edition metamerch created to celebrate the experience: an exclusive skin on the Zepeto platform.

Complete Stream Pack
We combined 3D animation and motion graphics to develop a unique and engaging pack with over 30 assets commonly used by streamers. From the countdown video to the emergency brake — fortunately, never used.

Game Design System
Marshmello’s universe and the gaming community inspired the game’s visual language. To create the logo for the experience, we explored a visual style widely associated with gaming. Esports team logos have a distinctive personality, often featuring bold, three-dimensional typography with dramatic perspectives. We combined this gaming aesthetic with the campaign’s dripping elements and Marshmello’s signature illustration style.

Since Coca-Cola broadcast the adventure in more than 12 countries, each with its own streamer, we needed to develop a design system with a specific grid to ensure that no information would be covered during the livestream. Unlike a typical game, this adventure also required specific interface elements, such as command buttons.

Through a strategic partnership with Twitch, we developed an innovative polling system that collected viewers’ votes in real time and instantly sent the results to Loserfruit. She would then relay the chosen command to Marshmello, turning the audience into an active part of the game.

Typography
To create an exclusive typeface for the project, we adapted TCCC Unity Headline Black, Coca-Cola’s typeface, into a new custom version. With a more dynamic style, this simple adjustment gave the entire typographic system a new personality and a strong sense of speed.