COCA-COLA
/ LA FRESQUE
SCROLL
[ INTERACTIVE ]
/ AI
LOCATION
LONDON
PARIS
OLYMPICS 2024
One million variations. Twenty thousand faces. One fresco for all of France.
For the Paris 2024 Olympic Torch Relay, Coca-Cola wanted something more than a sponsorship presence. The Relay was a once-in-a-lifetime cultural moment — the whole country watching itself come together.
The brief was to immortalise it: an experience expansive enough to hold every face that showed up to celebrate.
[ INTERACTIVE ]
/ AI
LOCATION
LONDON
"Eight AI models. Fifteen steps. The challenge wasn't getting the face merge to work — it was getting it to work thousands of times, with minimal errors, across hairstyles, outfits, and poses. The pipeline had to be built from scratch.
Randa Dibaje, Creative Director
LA
FRESQUE
[ INTERACTIVE ]
/ AI
LOCATION
LONDON
EXECUTION
An AI-driven digital mural on the Coca-Cola app — users take a selfie, generate their own avatar, and join a fresco that grows with every new face added to it.
The generation pipeline combined eight AI models — including Stable Diffusion — across 15 automated steps. The challenge wasn't just a face merge. The system had to produce accurate hairstyles, outfits, and poses across thousands of outputs simultaneously, with minimal errors, at continuous scale.
[ INTERACTIVE ]
/ AI
LOCATION
LONDON
More than 500 prompts integrated. Over 10,000 GPU hours clocked. Inclusivity options — skin tone, modesty, and disability choices — meant every person who showed up could find themselves in it.
The fresco takes the visual language of Renaissance painting: brush stroke textures, classical composition, the register of something made to last.
Set against 14 unique backdrops drawn from landmarks and landscapes across France's regions, it was built to feel like a national portrait rather than a campaign asset. The same backdrops were used to generate a series of localised OOH posters, taking the fresco off the app and across the country.
20,000
AVATARS
[ INTERACTIVE ]
/ AI
LOCATION
LONDON
RESULTS
A living mural that grew to include over 20,000 unique faces from across all of France.
UNIT9 moderated more than one million output variations, generated 20,000 unique avatars for the final library, tested on datasets of thousands of selfies, and clocked 10,000 GPU hours — all to make sure every face that arrived looked like it had always been there. The Fresco ran live across the Paris 2024 Olympic Torch Relay, reaching audiences across France and the world watching the moment unfold.