Coke March Madness

Free Throw Madness

For March Madness 2024, Coca-Cola wanted to honor the passion, rituals and extremities of fandom that make the NCAA Tournament so unique. The exhausting physical and emotional journey college hoops fans undergo can work up a mighty thirst, and Coke Zero Sugar provides the refreshment they'll need all-tournament long because Fan Work Is Thirsty Work.

Directed by Paul Geusebroek, Edited with Biff Butler
Created with Shelby Lemons, Scott Dobbin, Paige Bryant

Client: Coca-Cola          Role: Creative Direction          Agency: Cartwright

     Coca-Cola PR Newswire         Adweek         ShootOnline

Refresh The Madness

As the NCAA tournament progressed, and the fans worked up their thirst, we refreshed the films to reflect the teams that made it to the Final Four to be as topical as possible. Lots of predictions and upsets later, fans kept their passion going all the way to through.