COCA COLA –
Zero Words

72andSunny had the #ZeroWords campaign — visualising the taste of Coca-Cola Zero Sugar without a single word. Our commission was the Piccadilly Lights — one of the most recognised advertising screens in the world, and a flagship placement for Coca-Cola since 1954. I led the full creative direction across all departments, working closely with artists, animators, and technical advisors to deliver the work end to end.

The hero piece was a 3D anamorphic film for Coca-Cola's iconic curved screen at Piccadilly Circus — built at 5K, centred on an idea as simple as the product itself: each sip of Coke Zero unlocks a bigger and bigger reaction, escalating from a single moment of pleasure into something increasingly surreal and uncontainable. Elements break the frame, characters react with growing intensity, the world expands with each beat. A suite of square-format social films extended the same visual energy across the wider campaign.