When Coca-Cola and Marvel partnered to create a global campaign celebrating more than 30 iconic heroes and villains, the challenge was to deliver something that felt worthy of both brands. The result was Coca-Cola x Marvel: The Heroes—a worldwide campaign spanning collectible packaging, digital experiences, prizes, and an augmented reality experience that brought Marvel characters to life by simply scanning a QR code on a can.
As part of the team responsible for the AR experience, I helped transform a collection of character illustrations into interactive moments designed to surprise and delight fans around the world.
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As a lifelong Marvel fan, this project felt a bit like being handed the keys to the kingdom.
To help the team navigate a universe spanning decades of stories and characters, I created a comprehensive reference guide covering the history, personalities, powers, and visual traits of more than 40 Marvel heroes and villains. The goal was to ensure every interaction felt authentic to the character fans knew and loved. That foundation informed hundreds of sketches, storyboards, interaction concepts, and prototype explorations developed throughout the project.
Storyboards
Working closely with a talented multidisciplinary team, I contributed to the creative development of the AR experience from early ideation through production. My role included concept development, storyboarding, interaction design, and creative guidance for character animation, visual effects, and 3D implementation. Because each character had a distinct personality and fanbase, the challenge wasn't simply bringing them to life—it was making each interaction feel uniquely Marvel.
Storyboards for Captain America's "can scan" action sequence
Art Direction
Probably my 2nd most widely seen set of illustrations worldwide
Excelsior!
The campaign launched globally across more than 50 countries, inviting fans to collect limited-edition Coca-Cola packaging featuring Marvel characters and unlock AR experiences through a simple scan.
The Results
Exceeded engagement benchmarks by 67%
Generated 5.7 million page views
Drove more than 367,000 character can scans
~45,000 new consumers in the Coca-Cola ecosystem
1 billion+ Marvel Coca-Cola cans chugged worldwide
For a kid who grew up reading Marvel comics, helping bring superheroes to life for a global audience was a dream project.
