Creative direction, illustration, and packaging design connecting one of the world's most recognized brands with the energy of electronic dance music and youth culture.

The project translated music, movement, and visual expression into collectible packaging and promotional experiences that celebrated creativity while strengthening Coca-Cola's connection to a new generation of consumers.

Rather than treating packaging as a container, the work positioned it as a cultural touchpoint—an object capable of extending the brand beyond the shelf and into the communities, events, and experiences where culture is created and shared.

The creative system combined illustration, typography, and product storytelling to build an authentic visual language rooted in electronic dance music culture while remaining unmistakably Coca-Cola.

The result balanced global brand consistency with local cultural relevance, creating designs that felt energetic, contemporary, and collectible.

By connecting an iconic global brand with electronic dance music, youth culture, and audiences worldwide, the project demonstrated how thoughtful design can elevate everyday products into meaningful cultural artifacts.

• 2025 Tomorrow Today Themed Man Base Design Participant

• 2024: Beyond Black Rock - Reno International Airport, Nevada

• 2023: A Dream Made Real - Reno International Airport, Nevada

• 2019: No Spectators: The Art of Burning Man - Oakland Museum of Art

• 2019: No Spectators: The Art of Burning Man - Cincinnati Art Museum

• 2018: No Spectators: The Art of Burning Man - Smithsonian Institution

• 2017: City of Dust: The Evolution of Burning Man - Nevada Museum of Art

• 2014: Default World Dreaming - Gallery 151 - New York