Coca-Cola

Objective

Recreate and adapt the classic Holidays Are Coming at lower cost and in less time, keeping an iconic brand asset alive every year.

The deployment

Coca-Cola recreated its Christmas film Holidays Are Coming with genAI two years in a row, making it a renewed production program rather than a one-off. The 2024 version, produced by the studios Secret Level, Silverside AI, and Wild Card with four generative models (Leonardo, Luma, Runway, Kling), triggered a broad backlash: visuals judged uncanny, distorted proportions, wheels that did not turn, inconsistent backgrounds. In 2025, the group ran the format again with two versions, one dedicated to the US market. The press reports a team of about a hundred people and work from more than 70,000 generated clips to assemble the film. Coca-Cola stands by the choice: its executives present AI as a lever for execution and production, while asserting that human creativity remains at the heart of the brand's advertising. The case is included here as a deployment at scale (global, renewed, integrated into the holiday campaign with OOH and merchandising), with its controversies documented honestly.

Results Proof C

Official brand press release plus consistent coverage from established press (Forbes, NBC) over two years; the production figures come from the press, not from a financial document, hence C.

1. 1
   Creative framing Coca-Cola creative team

   Definition of the film and the shots from the classic Holidays Are Coming, with director-style annotations.

2. 2
   Mass generation external genAI studios / AI

   Production of tens of thousands of clips across several models, over about a month.

3. 3
   Selection and editing genAI studios + Coca-Cola

   Sorting and assembling the best shots into a coherent film by a small team of specialists.

4. 4
   Multi-channel distribution Coca-Cola marketing

   Broadcast by region, plus OOH and in-store merchandising.