Coca-Cola came to Complex with a simple but powerful ask: capture the feeling of summer in a way that speaks to how young people actually live it. The road trip became the perfect entry point—timeless, relatable, and packed with the kind of small, meaningful moments Coca-Cola has been part of for generations.

Approach:

Rather than centering product, we leaned into storytelling that highlighted destinations, cultural touchpoints, and the unplanned magic of traveling with friends. The writing balanced practical travel inspiration with a lifestyle-driven tone, making the content feel as natural as swapping stories with your crew about “that one summer trip.”

The Impact:

The impact was an editorial series that didn’t read like an ad, but like an article you’d want to bookmark before planning your next trip. It reinforced Coca-Cola’s role as more than a beverage—it’s a brand that’s always been part of the journey, from quick corner store runs to coast-to-coast drives.