In August 2015, Landor was asked by Coca-Cola to present possible new strategic directions for their upcoming global marketing campaign. I was part of the small team from the New York branch that put together a presentation outlining several strategic directions we recommended Coke follow. In January 2016, Coca-Cola released their new global ad campaign, "Taste the Feeling".

This new campaign showed obvious influence from several directions presented. The most notable influence was from a direction I pioneered, focussing on "Pivot Points", meaning that pivot refers to a positive change of direction or mood and that the Coca-Cola brand is full of these pivots. Taste the feeling's campaign is based on the idea that "a Coke makes everyday moments more special." The next direction Coca-Cola used heavily was the idea of their brand's effervessence, the bubbly feeling so inherent to Coke. The imagery paired with that portion of the presentation shows up often in ads. The final direction evident in the new campaign focused on an activity called "Upcycling" where people find new uses for old coke bottles and cans. This also makes a brief appearance in several ads as shown below.