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Coke + Faithless

By Published on .

'Coke + Faithless'
'Coke + Faithless'
Since unleashing its magnificent "Coke Side of Life" Campaign, Coca-Cola can't seem to put a lid on its creativity. On Friday, Coca-Cola Europe launched this integrated summer campaign, which marries the musical talents of British band Faithless and the visual artistry of Paranoid Projects. Produced out of New York's Driver, it features a music video telling the story of Mr. Neant ("Mr. Non-existent" in French), a black blob of a character who travels the world digesting negative experiences, spewing them back out as transformed bits of beauty.
Coca-Cola - 'Faithless'
Coca-Cola - 'Faithless'
The clip, downloadable in multiple formats off the website, brought together a host of visual talents from Paranoid's roster and beyond. Directors Francois Vogel and Sophie Gateau conceived the original concept and then invited a host of other directors and designers—Sara Prince, Eva Poulopoulou, Emmanuel Linderer, Luis Nieto, Pierre Marie, and Santiago Caicedo—to contribute to the film's crazy quilt of animation styles. Faithless then created an original downloadable track, "I Never Stop," inspired by the visuals, which also appear on posters and limited release Coke bottles, in both "day" and "night" glow-in-the-dark versions. Paranoid also developed the assets for the website, including behind the scenes clips for both the tune and the video. So many creative brains and so little space might seem a recipe for chaos, but, according to Paranoid Projects EP Claude Letessier, "Everything fell into place with a great deal of elegance. It was relatively complex, but the whole process had been carefully prepped and thought out beforehand. It's like architecture, if you have a good architect and a good contractor, then normally the house will be finished on time and the roof will fit."
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