Coca Cola nearly gives away the authentic formula for its iconic drink in a television commercial developed in Argentina. The secret, however, is embedded in a tongue-in-cheek fable narrated by an animated toad, developed by Santo, Buenos Aires, and animated at Bent Image Lab.
The tiny grain of rice is inside a shell guarded by two hermit crabs which are inside a grandmother’s purse kept in an old Incan chest which is cursed by anyone who opens it…
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The Hidden Formula spot was developed at Santo, Buenos Aires, by creative directors Maximiliano Anselmo, Sebastián Wilhelm, Pablo Minces, art director Maximiliano Anselmo, cpywriter Pablo Minces, and agency producer Ezequiel Ortiz, with The Coca Cola Company project lead Marina Palma.
Filming was shot by directors David Daniels and Ray Di Carlo via Bent Image Lab, Portland, with director of photography Mark Eifert, senior producer Tsui Ling Toomer, producer Kara Place, coordinator Ryan Shanholtzer, 3D technical director Fred Ruff, grip Russ Caulkins, stage director Jim Birkett, art director/set designer Curt Enderle, art director Paul Harrod, set designer/character designer Huy Vu, art department lead Solomon Burbridge, art department Mary Blankenburg, Marty Easterday, Eric Van Kirk, Charlie Daniels, Chris Hearndon, Jayme Hansen, 3D artists Eric Durante, Steph Kaufman, AJ Deflaminis, Dave Manuel, Galen Beals, Devon Myron, principal animators Jerold Howard, Melik Malkasian, Eric Urban, additional animators Eric Schuer, Jen Prokopowitz, storyboard artist Steve Hess, editorial supervisor Jon Weigand, colorist Orland Nutt, composite artists (After Effects) Orland Nutt, Brian Kinkley, Tarn Fox, Evan Larimore.
Sound was designed and mixed by Lance Limbocker at Downstream, Portland, Oregon. Music was provided by Swing Music.