I led the development of the "Rio is Magic" project for Coca-Cola—a week-long brand experience in Rio de Janeiro designed for employees from the U.S. and LATAM regions.

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The objective was to deliver a deep cultural immersion that connected the brand with the city’s unique energy. Every detail was thoughtfully curated to surprise and engage participants: from personalized gifts in hotel rooms to sensory experiences featuring local flavors, interactive cultural moments like samba circles and art workshops, and brand activations seamlessly integrated into Rio’s vibrant landscape.

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In partnership with local creative agencies and artists, we created brand experiences that fostered a sense of belonging and emotional connection to the company. This included immersive visits to Coca-Cola’s local operations, team-building activities, and hands-on experiences with Brazilian culture and the Coca-Cola product universe in Brazil.

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The concept celebrated Rio’s magic while reinforcing Coca-Cola’s identity as a symbol of celebration, community, and global connection.