Coca-Cola Celebrates ‘Family Gathering’ in New Campaign

We will adopt a cinematic style for our upcoming series of commercials that prioritizes realism and spontaneity. Our approach will emphasize loose, handheld camera work to infuse each scene with immediacy and authenticity. This technique allows the camera to move fluidly, capturing the natural dynamics and unscripted moments within each frame.

Our storytelling will heavily rely on long shots to establish the context of each scene. Whether depicting the lively atmosphere of a family reunion or the intimate moments of a shared meal, these long shots are essential for maintaining narrative authority. They ensure that viewers are not just passive observers but feel deeply immersed in the scene. By encompassing the entire setting in these shots, we capture the essence and energy of the environment and the interactions within it.

This documentary-like approach to filming will be pivotal across all commercials. It enables us to capture unplanned, authentic moments that resonate deeply with the audience. The goal is to let scenes develop organically, allowing characters and their surroundings to naturally drive the narrative.

In summary, our filming technique will ensure each commercial in the campaign is rich with life and authenticity. By focusing on loose, reactive camera work and comprehensive long shots, we aim to produce a series of commercials that are not only visually engaging but also emotionally resonant, reflecting real-life moments in their most genuine form.

This approach outlines a cohesive and adaptable filming strategy for the entire campaign, ensuring that each commercial, regardless of its narrative, maintains a consistent and engaging visual style.

‘Family Gathering,’ was published in Nigeria in July 2024. It was created for the brand Coca-Cola by the ad agencies Hogarth Worldwide and Wunderman Thompson.

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