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

ROLE
Product Design (UI Design, Asset Management, User Journey, User Flows)

CHALLENGE & DISCOVERY
Coca-Cola sought more than collectible artwork—they needed a campaign that could drive fan engagement and ignite social buzz. Market research showed static packaging underperformed, while audiences increasingly demanded 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-app.
→ UI design leadership: Directed end-to-end interface design for the AR experience—crafting screens, overlays, and interactions for a cohesive, intuitive journey.

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