The Coca-Cola Company has forayed into the field of generative AI by using the technology to create its latest advertisement. Coca-Cola launched an AI-powered campaign, Masterpiece, that has taken the world by storm, showing some of history’s most renowned artworks while using breakthrough artificial intelligence.
This creative advertisement follows a Coca-Cola bottle as it travels through some of the world’s most iconic paintings and sculptures on its way to a thirsty student in need of inspiration. The VFX team at Electric Theatre Collective and creative firm Blitzworks collaborated to produce a magnificent commercial that flawlessly transitions between several forms of artwork using a mix of live-action images, digital effects, and AI.
The advertisement contains some of the world’s most famous artists, including Utagawa Hiroshige, J.M.W Turner, and Vincent Van Gogh, as well as modern artists such as Aket, Vikram Kushwah, Stefania Tejada, and Fatma Ramadan.
Coca-Cola’s Masterpiece campaign will include 3D billboards and digital collectibles in addition to the two-minute commercial. On its Masterpiece Gallery website, the brand has curated the art used in the advertisement, as well as talks with the featured modern artists. Wonderbuhle, a South African artist whose work appears in the advertisement, says Coca-Cola reminds him of “joy and coolness.”
Coca-Cola announced in February 2023 that it would collaborate on marketing efforts with OpenAI’s DALL-E2 model and ChatGPT. It was Bain’s first deal since the latter launched a collaboration with OpenAI earlier this year, primarily to use its tools for marketing.