The Coca-Cola Company · 2024
Coke Studio AI 2.0
Redefining fan engagement through a high-performance generative AI pipeline that turned live festival audiences into music video stars via real-time motion rigging and lip-sync technology.
The Challenge
The project sought to transcend traditional photo activations by delivering high-quality, personalized music videos. The technical hurdle was processing complex character rigging and background synthesis within a high-traffic festival environment, requiring a "low-latency" pipeline optimized for speed and viral social networks shareability.
The Strategy
I led the on-site technical integration, bridging the motion transfer tech with a seamless user journey. I scalably deployed a generative AI video engine for live audiences, automating the workflow between image extraction, Adobe Firefly asset creation, and complex AI crowd behaviors to deliver a responsive digital live environment.
Technical Execution
The architecture relied on a multi-stage Generative AI pipeline. I oversaw the operational health of the AI system, ensuring cloud-rendering synchronized perfectly with physical booth throughput at major events like Bonnaroo and Austin City Limits.
Beyond the core rigging, I focused on latency reduction and background depth. By ensuring the character extraction and mapping users to pre-rendered choreography worked well, we achieved a high-fidelity output that felt authentically tied to the music video lip-sync while maintaining output consistency.
Experience Gallery
Press & Recognition
Key Takeaway
In experiential technology, the impact of an activation is inversely proportional to user friction. By abstracting the complexities of AI character rigging into a seamless six-minute pipeline, I prioritized a frictionless guest experience over the inherent constraints of the hardware.
The Impact
This activation transformed how global brands approach video generation, proving that high-end AI tools like Viggle can be deployed at scale to create deeply personal, brand souvenirs.