Wabi was an e-commerce platform launched by Coca-Cola, built to help small businesses sell online without needing their own digital infrastructure. It launched right as the pandemic hit, positioning itself as the way local stores could keep selling without in-person contact.

I was the motion designer, alongside N&R Agency, behind Wabi's video output end to end: the multi-city launch video that introduced the platform to new businesses, three national TV/social commercials, an out-of-home activation at Buenos Aires' Obelisco, and internal explainer videos used by Coca-Cola to pitch the platform to stakeholders and On Premise clients.

Wabi needed a consistent motion identity from day one, built under real production pressure. The pandemic-launch commercial had to go from brief to TV-ready in under 10 hours, and the follow-up spot shipped in 3 days, script, voiceover, animation and original music included.

The launch video also had to scale across 13 cities in Latin America, each with its own local reference points.

Every deliverable, from TV to social to out-of-home to internal decks, had to hold up in a different format. Most pieces lived under Wabi's own visual identity, with occasional alignment to Coca-Cola's or partner brands' guidelines when a piece called for it.

Motion design and creative direction across all of Wabi's video output

Script-to-animatic-to-final pipeline for TV and social commercials

Animation for street-screen content

Internal explainer videos for Coca-Cola stakeholders

Script validation by the agency team before entering production

Motion design and creative development following Wabi's brand manual, adapting to Coca-Cola's or partner guidelines when a piece called for it

Fast-turnaround production windows, sometimes just days, depending on the piece and the brief

Multi-format adaptation (16:9, 4:5, 9:16) and multi-country localization

Delivery across TV, social, out-of-home and internal channels