Coke Studio Record Store

Immersing Gen Z fans in new kind of music experience, to promote the launch of Coke Studio’s “Be Who You Are” song and film.

Coke Studio (a music and culture initiative by Coca-Cola) paired up with five global artists: Camilo, NewJeans, J.I.D and Cat Burns, led by American singer, songwriter and TV personality Jon Batiste to produce this years Real Magic song and film “Be Who You Are”.

To promote the song, we built the Real Magic Record Store, an interactive web experience that allowed fans to be immersed in the track like never before. We transported players into the six worlds featured in the film, giving them the opportunity to immerse themselves in the deconstructed song – completing challenges to participate in its creation. Led by Jon Batiste, players found magical records in the Store, played them on the turntable to unlock artist worlds, then completed unique challenges to collect musical vibes. Once players had all four they were prompted back to the Record Store, where they sat at the piano alongside Jon Batiste to compose the final song. Launched to a global market, the experience was a huge hit, translated into a many different languages.