Coca-Cola / Conan O’Brien / Macklemore
Taking Coca-Cola Zero on the road with Conan.
Creative Direction / Environmental Design / Experiential Design / Graphic Design
An immersive Coca-Cola Zero CONAN Music Series environment featuring Macklemore & Ryan Lewis at Atlanta’s historic Tabernacle.
Creative direction and environmental graphics: Night Owl Workshop.
The challenge
Create an immersive branded environment for the Coca-Cola Zero CONAN Music Series featuring Macklemore & Ryan Lewis at Atlanta’s historic Tabernacle—bringing together Coca-Cola Zero, CONAN, the artists, and the venue into one cohesive live experience.
The approach
Night Owl Workshop developed a bold environmental graphics system that extended the campaign throughout the venue—from the exterior marquee and entrance graphics to oversized artist posters, branded doorways, interior signage, stage elements, and bar graphics. The black, red, and white visual language created a consistent presence while complementing the character of the Tabernacle.
The result
A fully branded concert environment that transformed the venue into a Coca-Cola Zero experience while keeping the music front and center. Every touchpoint worked together to build excitement, reinforce the campaign, and connect the brand with fans throughout the event.
