THEORETICAL MARKETING CAMPAIGN FOR COCA COLa (2020)

My Gender Doesn’t Have Labels, So Why Should My Coke? is a theoretical campaign for Coca Cola created in collaboration with Robert Goddard (Fashion Designer) and Charlie Thorrington (Photographer). It aims to present an alternative and more inclusive marketing strategy for Coca Cola; demonstrating their values as a brand and exercising their leading and influential platform to promote progressive social change and inclusive dialogues.

Inspired by androgynous 1980s pop culture, I designed custom fashion garments which were then produced by Robert Goddard for the campaign. It aims to promote positivity toward gender fluidity and expression by juxtaposing the iconography of the naked but recognisable Coca Cola bottle with complex social issues. In turn, highlighting the triviality of labels and how easily we can still identify and connect with people who do not have or use them, just like a Coke. The photoshoot I directed with Charlie Thorrington attempts to bring the spirit of 1980s androgyny and pink neon into contemporary imagery with saturated pink LEDs.