When Coca-Cola brought Diet Coke and The Devil Wears Prada together for the second film, the platform already had a name — Big Boss Out, Break On. Everything else had to be built, and built for seven markets at once: packaging, point of sale, cinema and digital assets.
The two didn't need an introduction. Diet Coke has lived at the intersection of attitude and style for decades, through special editions tied to fashion. The film carries twenty years of cultural resonance and a generation that still quotes it in exactly the right tone. The work wasn't putting one next to the other — it was finding where they already met.
I co-directed the creative team, managed the project and worked on the design routes alongside them, at Tátil Design.
Creative Direction: Cristiano Gonçalo and Laila Rotter
Strategy Direction: Juliana Barreto
Creative Manager: Laila Rotter
Design: Dandara Hahn, Laila Rotter, Maria Clara Rubinger, Mariane Silva and Marcelo Siqueira
Business: Jessica Moura, Stefani Presmic and Renata Costa
Product Design: Caê Silva
Content: Ana Cunha and Gustavo Feyer
3D: João Gabriel
Comm & Mkt & Brand Tátil: Bruno Cesar, Luiza Magalhães and Marcelo Cândido
