Sublime

Coca-Cola knows what they’re doing, and they know that manifesting their vision from large gestures down to the tiniest gestures is a very potent idea. They know how to make it substantial, actual, and both present and compelling in the world.

No brand had ever presented this view. We saw this both as a business opportunity and as a way to open up a bigger cultural dialogue. I think that dialogue—or that tension—is what gives brands their energy.

Another reason I like working with established brands is that they have a certain cross-generational power. It’s particularly interesting when brands become multi-generational, because that’s when they take on mythic qualities: When it’s your grandmother’s brand, and your mother’s brand, and your brand, it takes on an emotional resonance that becom

“Design translates values into tangible experiences.”