Coca Cola & 7-Eleven: #battleofthecan feat. Christina Grimmie
Director and Creative Director
Gold Winner for Branded Content & Entertainment for Online/Interactive category in Atlanta Addy Awards 2015
I was approached by WPP's Wunderman to write and direct an interactive experience for the #BattleOfTheCan campaign, a challenge to show one's Dude or Diva side. The campaign drove teens to purchase exclusive 7-Eleven cans and post their selfies with the answer to the question “Are you more Dude or Diva?”.
One winner would win a trip to the shoot of a cutting-edge interactive music video with YouTube sensation and The Voice finalist Christina Grimmie.
The interactive experience I created showcases both the Dude and Diva sides of Christina's personality and lets the viewer choose which musical arrangement (Pop-Diva vs. Acoustic-Dude) they prefer to listen to and which instruments they'd like to add to the song. In addition to toggling between the two arrangements of the song, viewers also influence the different layers added to the track as the experience plays out.
The video analyzes the viewers' musical preferences and, once completed, lets them know if they are more Dude or Diva.