Amy Kathleen Downes

With Kate Moss the newly appointed Creative Director, Diet Coke came to us with a challenge: a playful and provocative stills and video launch with at least one iconic, era-defining hero image. So taking a little inspo from the likes of Guy Bourdin and Man Ray, that's what we did.

DC's Love What You Love CCI is a celebration of the brand's loyalists – giving them permission to be exactly who they are. And whilst on the surface, a supermodel might not seem all that relatable to us normies, Kate's career is a testament to going your own way.

In both our TVC and the on-pack design, we honoured the signature prints and textures synonymous with the personal wardrobe of La Moss. Leopard. Denim. Leather and lace. Bringing a little bit of runway to the everyday.

For this project, I took on the creative ideation and concept development, the art direction and scriptwriting.