Visual Development: Designing a Futuristic, Yet Intuitive Experience

While we were defining how the experience functioned, another crucial track focused on its visual identity. We aimed to create a look and feel that embodied the AI-driven future Coca-Cola envisioned—futuristic yet familiar enough to keep users oriented. Over three weeks of intense feedback and iteration loops with the team and client, we refined and solidified the final design direction.

One of the biggest UX challenges was making the AI-generated video feel seamless despite a 10-second processing delay. Instead of leaving users idle, we explored interactive waiting experiences—subtle animations, dynamic progress cues, and playful interactions—to keep them engaged and reduce perceived wait time.

Key Challenges & Solutions

• Preserving the Hero Animation – The mnemonic animation, central to the AI experience, needed to maintain pristine quality while persisting as a recognizable symbol throughout the journey.

• Performance Optimization – The experience combined flattened animations, real-time visual processing, and interactive elements, requiring extensive trial and error to ensure smooth performance.

• Responsive Design Constraints – Typically, a few breakpoints would cover most mobile devices, but since the final video asset was locked at a 9:16 aspect ratio with embedded critical information, we had to apply a highly customized responsive approach to ensure seamless adaptability.