Coca-Cola’s promotions are a flagship of its marketing in Brazil, a national ritual as much as a campaign, and for years the studio had been helping move them from the physical world into digital. I joined for “Pronto pra Jogar?”. The campaign just before it had recreated the much-loved bottle-cap prize draw, a mechanic Brazilian consumers understand instinctively: collect, reveal, win. My brief was to take that same proven mechanic and make it leap to a new audience and a new language, a loot box for the gaming community.
As Senior UX Designer I led the UX, working alongside a UI designer and a product manager. The insight was simple: a loot box would read as native to gamers in exactly the way bottle caps read to the wider public, a familiar ritual of randomised reward that needs no explaining. So we reframed the scratch-card draw as a loot-box opening, borrowing the pacing and payoff players already expect.
The harder problem sat underneath the campaign. Rather than design a one-off, we built the mechanic on a modular structure and methodology that could carry the same loot-box logic across different themes, prizes and audiences without rebuilding each promotion from scratch. That meant treating a campaign as a reusable product, with components and rules built to be reconfigured.
The campaign hub featured on Big Brother Brasil in 2022, putting the experience in front of a national primetime audience. The modular approach became a template Coca-Cola reused across later promotions, so one campaign left a system behind.