COCA-COLA - KUKLA
Predicting the World Cup
For the 2018 FIFA World Cup, Coca-Cola introduced Kukla, an artificially intelligent Matryoshka doll designed to predict the outcome of each match.
I led the creative direction for the character and broadcast system that would bring Kukla to life across Central and South America. Drawing inspiration from the traditional Russian Matryoshka doll, a cultural reference to the host nation, Kukla would transform on screen from a classic wooden figure into a robotic version of herself as she calculated match predictions.
Powered by real-time data and probability modelling, Kukla appeared ahead of every match to forecast the score, the result and the likelihood of that outcome. These predictions became a talking point for commentators and fans, extending the conversation from broadcast into social media.
To support the scale of the tournament, I directed the creation of a complete animation system for broadcasters.
Kukla was illustrated in 32 variations, representing every national team competing in the World Cup, with an extensive library of animations prepared in advance to account for every possible match-up and outcome.
This modular creative system allowed broadcasters across the region to integrate Kukla seamlessly into live coverage, turning predictive data into a distinctive character-led storytelling device.