Context & Challenges
With the launch of the second The Devil Wears Prada film, Coca-Cola invited us to build the visual expressions for the partnership between Diet Coke and Disney. The platform already had a name: Big Boss Out, Break On. When the boss leaves, the break begins. Everything else needed to be built: a creative system that would give that idea shape across seven markets simultaneously, from point of sale to cinema, from packaging to digital.
Diet Coke came to the project carrying its own history. The brand has always lived at the intersection of attitude and style, with special editions that connected it to the fashion world over decades. The Devil Wears Prada arrived carrying 20 years of cultural resonance, a film that a whole generation watched, rewatched, and still quotes in exactly the tone it deserves. The challenge wasn't to introduce one to the other. It was to find where they already met.
