Mill+ Tells a Spellbinding Story of Unity and Joy for Coca-Cola in their First Ramadan Campaign
Mill+, The Mill's Creative Content Studio, is proud to announce the release of Coca-Cola's latest ad, directed by Tim Fox, that celebrates the holy month of Ramadan. Collaborating with Coca-Cola and creative agency AKQA, the Mill+ team has brought to life a narrative that transcends cultural boundaries and reminds us all to come together.
This visually stunning, animated ad hopes to capture the spirit of Ramadan's rich traditions by honing in on micro moments of connection, unity and joy. We begin by following a convoy of Coca-Cola trucks, widely recognised for their festive symbolism, as they embark on a beautiful journey to mark the beginning of Iftar. They become the focal point for a beautiful community dinner. As they sit to eat, and enjoy a well deserved Coca-Cola, the narrative joyfully weaves through different families and individuals, portraying a cross-section of a diverse society celebrating Ramadan in all its glory.
Don't miss the key moments of magic sprinkled throughout the story, each one reflecting the empathy and generosity that encapsulate Ramadan. Heartwarming family reunions, unexpected friendships, surprise selfie guests and a wave of moving chairs as everyone makes room for one more. "We wanted the animation to feel vibrant, full of life and really capture the feeling of celebration. The aim was to have a collection of more intimate moments between characters that when combined together created a world full of life," Chris Welsby, Animation Supervisor at The Mill.
Mill+ Director, Tim Fox, said "infusing the film with authenticity and a personal connection to the audience was a priority for me. The goal was to bring a crafted quality that resonates, both in the overall aesthetic and the animated portrayal of characters. The film's visual and tactile essence was intentionally designed to exude a hand-crafted feel. Thanks to the dedication and skill of our team of passionate artists and animators, we successfully achieved this unique and personalised touch." Tim went on to add, "you don't get more iconic than Coca-Cola as a brand, this was a huge privilege for us."
London's Mill+ team, spearheaded by Creative Director Anthony Bloor and Producer Sarah Moussaif, has once again highlighted its visual storytelling prowess and commitment to impeccable results. The seamless animation collaboration between The Mill's London and Paris Studio's only emphasised these impressive abilities. Speaking with The Mill, Coca-Cola's Creative team said "everyone is amazed by the level of quality from the Mill at Coca-Cola. We are so thankful for the team. The work you have done is beyond."
