MARVEL × COCA-COLA • AR/VR • 2024
In 2024, Subvrsive tapped me to lead UI for “Marvel On-Can”; an AR-powered packaging experience that brings iconic Marvel heroes to life on Coca-Cola cans, merging physical merchandise with immersive digital interactions.

ROLE
Role: Product Designer (UI Designer, Assets Management, User Journey, User Flows)

CHALLENGE & DISCOVERY
Coca-Cola wanted more than collectible artwork, they needed a campaign that drove fan engagement and social buzz. Market research showed static packaging underperformed and audiences craved interactive content tied to their favorite characters.

APPROACH
→ Rapid prototyping: Designed and validated Figma mockups of can layouts with AR markers and user flows for character activation.
→ Seamless phygital UX: Defined a “scan-to-animate” flow using QR codes and image triggers to launch 3D models of Deadpool, Black Widow and others in an app.
→ UI design leadership: Owned the end-to-end interface design for the AR experience—crafting every screen, overlay and interaction to ensure a cohesive, intuitive journey.

OUTCOME
The launch shattered records generating 1.95 billion global impressions and 24.4 billion in earned social reach, while the limited-edition can display became the #1 selling merchandising item in over three years. Coverage in AdAge, Disney’s own channels and Marketing Dive amplified the impact, cementing Coca-Cola as an innovator in experiential packaging.