Home / “Taste the Feeling” Coca-Cola @ Fox Theatre Atlanta

In April 2016, Integrated Visions was commissioned to projection map the walls of Egyptian Ballroom inside the famed Fox Theatre for a sales and marketing rally for soft drink giant Coca-Cola. The once-a-decade event was intended to showcase a massive new marketing campaign to the brand’s many bottlers and distributors. For this tremendously important event, Integrated Visions collaborated with Coca Cola Studios, their experiential marketing firm Ignition, as well as the Fox’s preferred vendors, Affairs to Remember and Active Productions, to temporarily transform the Egyptian themed ballroom into an immersive environment of themes and images from Coca-Cola’s new advertising campaign.

Eight 20,000 lumen projectors were used to completely cover three walls in the room with projected video. Extra care had to be taken in designing the projector placement, as rigging in the historically important room is highly restricted. Custom-built media servers were used to drive the displays, magically remaking the room into a space entirely devoted to Coca-Cola.

A variety of media was used for the display, ranging from mapped collages of Coca-Cola’s campaign still imagery to custom motion graphics based on the campaign’s logos and brand assets. Content was paced appropriately to accompany a range of different segments, including both executive presentations as well as musical performances by country artist Jimmy Wayne and R&B superstar Ne Yo. The phenomenal result was highly complimented by Coca-Cola’s executives, their marketing agency Ignition, and the Fox Theatre itself.