Coca Cola Transformation Team, by WMX Presents

Coca Cola came to WMX with a mission to highlight the transformational nature that music can have on young folks today, as part of their Taste the Track 2.0 platform. My role was to develop and pitch a concept, video or experiential, for the brand to explore this idea.

In my research, I learned that among young people, music and its lyrics together have the power to produce feelings and emotions that change perception. Therefore, when used as an instrument of change, music and lyrics can positively enhance relationships, reinforce identity patterns, and improve the overall quality of life.

I came up with the concept Transformation Team, a one-day "boot camp" for hardworking, young, pop or latin artists, where they would be mentored for a day by a Warner Music Executive, later announced as Steve-O Carless, President of A&R at Warner Records. Topics covered would include songwriting, stage style, mixing, and more, taught with a goal in mind of ongoing transformation (rather than a means to an end).

We'd put out an open call for artists to apply, and select 3 to be a part of the program. At the end of the intensive, artists would perform a solo show on UPROXX exclusive music performance channel, The Eye.

In the end, our team produced 2 episodes of Transformation Team and 3 The Eye sessions (1 per artist), alongside a BTS video for each Eye Session.

Watch the full playlist of videos here.

Using Format