Coca-Cola’s 2025 Holiday Campaign Shows How Fast AI Storytelling Is Advancing

For the second year in a row, The Coca-Cola Company turned to generative AI tools to reimagine its iconic seasonal campaign. Produced by Secret Level, “Holidays are Coming, Fantastical” pushes the boundaries of AI-assisted filmmaking, achieving striking realism and significantly improved character coherence. According to Coca-Cola, the goal is to use AI technology to enhance creative storytelling while keeping human creativity at the core.

For the commercial, Coca-Cola partnered with Secret Level, a Hollywood-based AI-native entertainment studio known for some of the most talked-about work in branded content. At the heart of Secret Level’s toolkit is Topaz Labs.

“Every project we do at Secret Level uses Topaz for upscaling and enhancement. It’s an essential part of our pipeline and the last step that transforms AI-generated imagery into something truly cinematic. Topaz Video helps us retain the texture, emotion, and clarity that make our worlds feel real.”— Jason Zada, Founder & Director, Secret Level

Behind The Scenes

Secret Level used a hybrid pipeline combining live action, synthetic characters, and generative scenes, finishing with Topaz Video's Proteus model for 4K upscaling and detail enhancement. The team fused generative AI with traditional VFX techniques such as compositing and paint to achieve realistic integration, consistent texture, and cinematic polish. The result is a handcrafted yet next-generation look that shows how AI is reshaping modern post-production.

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