Following Coca-Cola’s divisive AI-generated Christmas industrial (for the second 12 months operating), it’s good to know that the multinational beverage company hasn’t put all its eggs within the AI basket.
The truth is, Coca-Cola x Trovatten “The place there are tacos, there’s Coca-Cola” is (in my view) a unbelievable, artistic marketing campaign – and all of it facilities round Danish avenue photographer Frederik Trovatten, who posted all concerning the expertise on his YouTube channel.
You would possibly assume that such an formidable and high-profile venture would warrant the very newest digicam know-how, however Frederik was armed with the 7-year-old Fujifilm X-T3. And the video ingredient of the marketing campaign was filmed on a Fujifilm X-H2S, the X-Sequence’ flagship digicam, however hardly an costly filmmaking powerhouse.
Take a look at his exploits within the video under:
Coca-Cola flew Frederik out to Mexico Metropolis, the place he had roughly a month to seize industrial avenue pictures depicting the connection between the drinks model and the nation’s famed dish.
And as a former resident of Mexico Metropolis, Frederik knew precisely the place to seek out one of the best taco stands. However relatively than put a can of Coke entrance and middle, the marketing campaign was an altogether extra delicate affair.
Frederik took inspiration from two very totally different visible sources, The place’s Waldo? and Schindler’s Listing. Just like the aforementioned puzzle-book character, the viewer must work arduous to seek out the Coca-Cola ingredient on the street images.
And whereas the images could be black-and-white, selective shade could be used for the drinks firm’s well-known pink branding, with Frederik citing maybe probably the most well-known use of color-popping ever: the lady within the pink coat in Steven Spielberg’s harrowing and transferring wartime epic.
This wasn’t your common avenue images shoot, although. Frederik labored with a producer who dealt with varied logistics, together with contracts for the individuals photographed. The taco stands additionally acquired a fee.
Frederik’s arduous work is exhibited at Oslo prepare station, with the movie industrial additionally operating on Norwegian nationwide tv. The marketing campaign has additionally been shortlisted on the Cannes Lions Worldwide Competition of Creativity 2026.
Ensure you watch the full video for some unbelievable perception into Frederik’s course of. This is the form of promoting I’d wish to see extra of, Coca-Cola!
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