Directors Fabio Acorsi and Gabriel Nobrega lead the LOBO crew in a low key reveal of Coca-Cola’s history of making cameo’s in thousands of novels including Stephen King’s horror classic The Shining.

From LOBO: “To celebrate the Coca-Cola’s quiet role in our shared stories, agency WPP Open X, led by VML New York, created a campaign that delivers a sensory experience built around a minimalist yet powerful visual element: the printed page.

“The films show excerpts from books being typed on vintage typewriters, recreating the authors’ creative processes – including errors, strikethroughs, and changes in direction. Whenever Coca-Cola is mentioned in the text, the word is replaced by the iconic logo.
 

“We went to great lengths to ensure the authenticity and tactile realism of the spots, even sourcing the actual typewriter models used by each of the featured authors.”

 
“We went to great lengths to ensure the authenticity and tactile realism of the spots, even sourcing the actual typewriter models used by each of the featured authors (a 1970s Olivetti Lettera for The Shining).

“We also researched papers to find those that yielded the best results with each model. This allowed us to achieve a striking tone of realism. Viewers see the texture, the subtle embossing left by the typewriter hammers, and the imperfections in the characters of typewritten text that set it apart from anything digitally produced.”
 
 

 
Client: Coca-Cola

Agency: WPP Open X, VML New York

Production: LOBO
Director: Fabio Acorsi (Ximba), Gabriel Nóbrega
EP: Francisco Puech, Diego Dossa
Head of Projects: Márcia Guimarães
Head of New Business: Luiz Braga
Project Manager: Thaís Lopes, Carolina Gorga
Director of Photography: Lucas Renê
Assistant Director: Beatriz da Cruz
Typewriter Consultant/Curator: Louis Eugênio de Lima Martins (O Escriba Garimpeiro)
Head of Production: Anderson Boscari
Post-Production Coordinator: Tatiana Caparelli
Team Coordination: Rosangela Gomes, Ana Mendes, Nathaly Lopes
Motion/Compositing/Color: Mauricio Reis, Luiz Albére, Fabio Acorsi (Ximba)
Post-Production Producer: Georges Sakamoto
Editor Assistants: Fábio Augusto, Isabela Balbo, Marcos Tavares