LET’S WIN THE HYDRATION RACE.
Give us the athletes. Missing The Pieces Studios will build the stories, characters, campaigns and original content that help Coca-Cola close the gap — and become the brand everyone is talking about.
Three original engines. Different jobs. One objective: build attention, athlete connection, culture and year-round relevance around Coca-Cola’s hydration ambition.
This Proposal Has Three Ways to Help Coca-Cola Win.
Each engine can stand on its own. Together, they create a larger content, athlete, activation and culture ecosystem.
BODYARMOR Heroes
Own the imagination.
A branded hero universe built around BODYARMOR athletes, powers, personality and hydration.
The commercial win: winning kids’ imagination can create product pull. If kids become fans of the heroes, they begin asking their parents for BODYARMOR. Now we are all over rec leagues, travel-team weekends, tournaments and showcases.
- Commercials
- Vertical series
- Traditional 30-minute TV / streaming series
- Animation
- Toys + action figures
- Special-edition / collectible bottles
- Comics + cards
- Gaming
- Hero awards
- Retail + live activations
- Potential McDonald’s Happy Meal toys
Outside The Lines
Own the relationship with the athlete.
A year-round athlete-development and storytelling platform built around who the athlete becomes beyond the game.
- Docuseries
- Commercial campaigns
- Athlete development
- Campus programming
- Accountability coaching
- Financial + career education
- Community impact
- Athlete storytelling
- Year-round activations
Homecoming Wars
Own the culture.
A docu-style, fan-voted homecoming competition built particularly around the excitement of urban high school and HBCU homecomings, but open to all, with separate high-school and college categories.
- Annual content franchise
- Fan voting
- School + HBCU activations
- Live events
- Social content
- Community pride
- Brand integrations
- Touring footprint
BODYARMOR Heroes captures imagination.
Outside The Lines develops the athlete.
Homecoming Wars captures culture.
It Started With Cool Joe. Then I Realized I Was Creating a Character.
The Cool Joe commercials and verticals started as an isolated idea. The more the concept developed, the clearer it became that Cool Joe was becoming more than a one-off commercial personality.
Cool Joe Begins on His Own
The original Cool Joe commercial was not designed as part of a connected superhero universe. Joe simply brought the cold with him. The idea worked as a character.
Cool Joe Becomes Ice Commander
Once I realized I was creating a recognizable character, I took the idea further: Joe becomes Ice Commander — a hero built around calm, control and clutch performance.
The BODYARMOR Heroes Idea Is Born
Then came the bigger question: if Joe can become a BODYARMOR hero, why stop with Joe? Build an entire hero team from the athlete roster.
The First Crossover
At first, the commercials are not related. Then Cool Joe appears in one of Flau’jae’s commercials watching her in the tunnel. It feels like a cameo — but it is the first hint that something bigger is happening.
The Team Starts to Assemble
Next, Cool Joe and Flau’jae appear together inside CeeDee’s commercial scouting him. That is when the audience realizes the crossover was not random. These three are about to team up.
BODYARMOR Heroes Can Live in Two Formats.
- Vertical Hero Series — fast, social-first episodes built for phones and repeat viewing.
- Traditional 30-Minute Series — a larger episodic television / streaming format with hero missions, athlete stories and crossover arcs.
The athletes are not simply endorsers. They become characters with powers, values, visual identities and stories. New athletes can become new heroes over time.
Subject to rewrites.
The Superhero Makes the Kid Want the Drink.
Imagine kids discovering Water Warrior, Ice Commander and Flash I.V. on YouTube, social media or a future streaming home such as Netflix. They do not only watch the characters — they become fans of them.
Now those same kids show up at rec leagues, travel teams, tournaments and showcases telling their parents they want BODYARMOR. The character creates emotional attachment to the brand before the child ever thinks about marketing strategy. They want the drink because they want to be connected to the hero.
The hero creates the fandom. The fandom creates product pull. BODYARMOR becomes more than the bottle at the bench — it becomes part of the world the kid is choosing to belong to.
WATER WARRIOR
TRAITS: Flow • Focus • Adaptability
COLORS: Deep blue, silver and water-inspired accents
ICE COMMANDER
TRAITS: Cool • Control • Clutch
COLORS: Black, silver, frozen blue and ice
FLASH I.V.
TRAITS: Electricity • Energy • Impact
COLORS: Black, silver, red and electric light
The Hero System Can Move Far Beyond the Screen.
- Vertical series
- 30-minute TV / streaming series
- Animation
- Toys + action figures
- McDonald’s Happy Meal toy potential
- Collectible bottles
- Limited-edition athlete packaging
- Comics + graphic novels
- Collectible cards
- Video games + mobile games
- Apparel
- Costumes
- Retail displays
- School activations
- College activations
- Professional sports activations
- Hero awards
- Fan experiences
- Live events
- Annual hero introductions
- Licensing opportunities
Six Commercials That Build Toward the Team-Up.
Cool Joe
The original isolated character idea that ultimately opened the door to the hero universe.
Read Cool Joe →Cool Joe: Heat Timeout
The stadium is baking. A cramp forces a heat timeout — and Cool Joe brings the cold.
Read Heat Timeout →It Always Rains in Seattle
Flau’jae’s water lane turns “wet” shooting language into a visual BODYARMOR character world.
Read the Script →Flow Studio Session
The flow concept moves from basketball into Flau’jae’s music and cultural identity.
Read the Script →Can’t Stop the Flow
Cool Joe appears in the tunnel after Flau’jae’s moment. The first crossover quietly tells the audience the characters occupy the same universe.
Read the Crossover →Flash I.V. Hero Introduction
Cool Joe and Flau’jae are now together, scouting CeeDee. The audience realizes the first crossover was not random — the team is being assembled.
Read CeeDee’s Intro →BODYARMOR Heroes — Win the Hydration Race
The full hero-universe pitch: powers, character logic, toys, bottles, animation, gaming, awards, future heroes and activations.
Open Heroes Pitch Deck →BODYARMOR Villains
If we decide to turn BODYARMOR Heroes into a full episodic series, here is one direction for expanding the universe.
The villains concept gives each hero a true nemesis built as the opposite of that hero’s power, personality or strength. The characters can have human forms before transforming, individual hero-villain matchups can drive episodes, and larger threats can eventually force the heroes to assemble as a team. It gives the series recurring conflict, character arcs and a reason for the universe to keep expanding.
Open Villains Pitch Deck →Cool Joe Verticals
A short-form youth series built around Cool Joe, with the option to remain standalone or connect directly to the larger hero universe.
Open Cool Joe Verticals Deck →Build Our Own Language of Greatness.
Gatorade has built an enduring high-school tradition around Player of the Year. BODYARMOR Heroes gives us a different route: three recognizable hero-based honors tied to specific ways athletes dominate.
Best Shooter
For the player whose shot stayed in flow — the shooter everyone knew was wet.
Cool Under Pressure
For the athlete who stayed composed and delivered when the moment got hot.
Most Electrifying Player of the Year
For the athlete whose energy, explosiveness and impact lit up the season.
The opportunity is bigger than an award. It creates BODYARMOR vocabulary athletes and fans can repeat every year.
BODYARMOR Heroes Makes the Athlete Larger Than Life. Outside The Lines Shows the Person Underneath the Uniform.
You’re already telling the athlete that life is bigger than the scoreboard. I built the platform that allows Coca-Cola to own that territory year-round.
Outside The Lines is an athlete storytelling and content engine capable of continuously turning:
Become Known as the Brand That Prepares Athletes for Life Outside of Sports.
There is an opportunity to care for athletes in a way that goes beyond what they can do for us on the field or court. Outside The Lines can make Coca-Cola known for helping prepare athletes for identity, money, relationships, career, purpose and life after sports.
That can become a real advantage when recruiting and signing athletes. They can see that our relationship is designed to matter beyond their playing days — not only while they are producing highlights, wins and attention.
This is a lane worth moving into early. If Coca-Cola builds credibility here first and executes it consistently, the brand can earn trust with athletes, families, coaches, schools and communities before others try to claim the same territory.
Coca-Cola Chooses Which Brand Leads Outside The Lines.
BODYARMOR Heroes is designed specifically for BODYARMOR. Outside The Lines can be led by whichever Coca-Cola hydration brand is strategically right.
Outside The Lines — Powered by POWERADE
Power the athlete through preparation, competition, development and what comes next. Power the performance. Power the purpose. Power the possibility.
Outside The Lines — Fueled by BODYARMOR
Fuel the performance and the growth of the person behind the athlete. BODYARMOR fuels the athlete. Outside The Lines develops the person.
The Platform Begins With the Athlete — and Gives Coca-Cola a Way Into the Schools.
At the center of the partnership is the Outside The Lines development program. Student-athletes move through a structured curriculum designed to prepare them for the parts of life that exist beyond competition. The high-school program is built across 24 weeks, with a focused 12-week model for college and professional athletes.
This Is More Than a Workbook. It Is a Way for Coca-Cola to Live Inside the Schools and Make an Impact.
The program creates a credible education and community-service footprint inside schools. It can be structured during the school day, through an athletic period, advisory or enrichment block, or after school. Coca-Cola can support the curriculum, workbooks and programming while helping schools give athletes practical preparation for life.
Implementation can be flexible: Coca-Cola can send in a trained facilitator, or a coach, teacher or approved school leader can be equipped to implement the program. That gives the platform the ability to scale while still feeling local to each school and community.
The result: education, athlete development, community give-back, trust and influence — with Coca-Cola becoming part of something useful that lives inside the school instead of only showing up on game day.
Two Curriculums. Two Athlete Stages.
Semester 1 · Foundation & Focus
- Reclaiming Identity Beyond the Game
- Creating Daily Structure
- Mastering Emotional Discipline
- Rebuilding Confidence
- Building Financial Awareness
- Building Relational Capital
- Mission & Vision Statements
- NIL Strategy & Awareness
- Leadership From Where You Are
- Mastering the Daily Plan
- Decision-Making & Consequences
- Creating Your Life Game Plan
Semester 2 · Expression & Expansion
- Storytelling & Personal Branding
- Social Media Identity
- Building a Personal Website or Digital Resume
- NIL Pitches & Outreach Messages
- Speaking With Confidence
- Managing Pressure & Expectations
- Protecting Your Reputation
- Faith & Identity
- Healthy Relationships & Boundaries
- Time Management & Priorities
- Financial Literacy Basics
- Building a Legacy
Accelerated Athlete Development
- Reclaiming Identity Beyond the Game
- Rebuilding Routine and Structure
- Mastering Emotional Discipline
- Redefining Success for Life After Sports
- Building Financial Awareness and Ownership
- Relational Capital: Networking with Purpose
- NIL Strategy: Leveraging Your Name, Image & Likeness
- Creating a Personal Mission & Vision Statement
- Developing Leadership From Where You Are
- Time Management & Mastering Your Schedule
- Confidence, Communication & Character
- Putting It All Together: Your Life Game Plan
Turn the Curriculum Into a Coca-Cola-Supported Program That Lives Where Athletes Learn.
The workbook gives us the curriculum. The school and campus activation gives us the footprint. Together, they create a repeatable way to serve athletes, support schools and build real relationships with communities.
How the Program Can Run
- During the school day
- After-school programming
- Athletic-period or team-development sessions
- Small-group or cohort programming
- A trained Outside The Lines facilitator sent into the school
- A coach, teacher or approved school leader trained to implement the curriculum
- High-school, college and professional-athlete versions
What the School / Campus Experience Can Add
- Workbook sessions
- Athlete-development workshops
- Financial-literacy programming
- Career exploration
- Personal-brand workshops
- Entrepreneurship sessions
- Professional-athlete appearances
- Coca-Cola executive conversations
- Mentorship
- Career panels
- Family sessions
- Community-service projects
- Social-content production
- Product sampling where appropriate
The strategic value: this gives Coca-Cola an education and community give-back platform with a recurring presence inside schools and campuses. Instead of only sponsoring a moment, we can help build something the athlete, school and community use week after week.
Film the Program and Campus Experience We Are Already Creating.
Parts 01 and 02 create the real-world work. Part 03 turns that work into content. With the appropriate school, athlete and family permissions, Outside The Lines can become an episodic docuseries following athletes as they move through the curriculum, participate in campus experiences and apply the lessons to real life.
The curriculum gives every episode structure. The schools give us community. The athletes give us the stories.
Identity
A lesson about identity becomes an athlete confronting: “Who am I if the game ends tomorrow?”
Finances
A lesson about finances becomes an athlete beginning to understand money, ownership and the choices in front of them.
Career
A career exercise becomes an athlete discovering an entirely different future they had never considered.
Personal Brand
A personal-brand lesson becomes an athlete learning that their name, reputation and future are bigger than highlights and followers.
One investment creates two outcomes:
Coca-Cola can make a real impact inside the school while the same program creates an ongoing content pipeline for the docuseries, social media, athlete storytelling and future campaigns.
Turn the Mission Into Advertising.
Outside The Lines creates original Coca-Cola sports campaigns around professional, collegiate and emerging athletes. These are not simply product placements. They are stories.
Crossing The Lines
A five-sport commercial built around one physical idea: the athlete crosses the sideline, chalk or baseline. Inside the lines, life made sense. Outside them, nobody handed them a playbook.
Read the Script →Playbook for Life Outside the Lines
One classroom. One board. Four words that change the room.
Read the Script →CeeDee Lamb + Joe Burrow — Armor for the Whole Athlete
Four connected Outside The Lines films: “What Are You Wearing?”, “Pressure”, “The Hits You Don’t See” and “Take It Off.”
Read the 4-Spot Campaign Deck →Outside The Lines
Six sports. Six athletes. The world sees the athlete between the lines. Coca-Cola sees the whole person outside them.
Read the Super Bowl Script →Delivering Days
Santa delivers the dreams. Coca-Cola’s portfolio travels with the moments. When the delivering is done, Mrs. Claus is still there.
Read the Holiday Script →“The athlete is more than the game.
Outside The Lines is where Coca-Cola proves it.”
We Don’t Only Feature Athletes. We Build Around Them.
Outside The Lines creates a pipeline for discovering compelling athlete stories. As athletes move through the program, we identify personalities, backgrounds, interests, causes, communities and experiences that can become larger marketing opportunities.
Original Concepts Can Include:
- Commercial campaigns
- Athlete storytelling campaigns
- Community initiatives
- Social campaigns
- Holiday campaigns
- Cause-based campaigns
- Athlete-led activations
- Short-form video
- Branded documentary content
- Personal-brand development
- NIL storytelling
- Athlete appearances
- Community partnerships
- Original recurring content franchises
Every Program Creates Content.
One Outside The Lines session can produce content far beyond the classroom.
The Question
A weekly athlete answers one powerful question from the workbook.
Behind the Lesson
Fast social clips turn lessons, athlete reactions and breakthroughs into repeatable content.
Beyond the Jersey
The audience meets the entrepreneur, artist, future professional, parent or community leader behind the athlete.
The Next Play
Return to athletes later to see what they built from the goals, ideas and decisions they made.
Build a Permanent Home — Then Take the Mission Where Athletes and Communities Already Are.
A permanent Outside The Lines experience can establish a year round home for the platform (College Football Hall of Fame), while the live tour takes the same mission across the country to games, campuses, HBCU homecomings, camps, combines, showcases and community events.
A Year-Round Destination Experience
The Crossing
Guests physically walk across a regulation field line. One side celebrates the player. The other asks about purpose, career, money, relationships, identity and life.
The Next Play
An interactive digital experience asks questions adapted from the workbook and creates a personalized QR-enabled takeaway.
Who Are You Without the Jersey?
The digital jersey disappears and the guest is challenged to define who they are beyond the uniform.
Outside The Lines Content Studio
A branded recording space turns visitors, athletes and legends into a continuous content pipeline.
The Life Playbook Wall
Guests complete: “Outside the game, I want to become ______.”
Legends Outside The Lines
Former athletes discuss business, family, leadership, career, community and purpose after sports.
The Live Tour Can Travel To:
- High-school football games
- High-school basketball games
- College football weekends
- HBCU homecomings
- Rivalry games
- Conference championships
- College campuses
- Football classics
- Basketball tournaments
- Camps
- Combines
- Athlete showcases
- Youth sports events
- Community festivals
- Championship-week events
The Outside The Lines Activation Village
1 · Cross The Line
A physical field line divides the activation. Guests enter through the sports side and cross into the Outside The Lines side.
2 · The Next Play
Interactive prompts help participants identify a next move in career, money, purpose, relationships or personal development.
3 · Pros Come Back
Professional athletes return to classrooms and communities to share lessons they wish someone had taught them earlier.
4 · Athlete Takeovers
Athletes create behind-the-scenes content from games, practices, classrooms, community work and activations.
5 · Beyond The Jersey
The audience meets the artist, entrepreneur, future doctor, engineer, coach, parent, executive or community leader behind the athlete.
Outside The Lines Athlete Summit
Workshops for student-athletes around identity, money, career, purpose and life beyond sports.
The Next Play Career Experience
Professionals and companies expose athletes to industries and opportunities beyond sports.
Outside The Lines Live
Athlete and celebrity conversations can be recorded before an audience and extended into digital content.
Community Service
Athletes and partners leave a visible contribution in the host community.
Product + Fan Experience
Sampling, branded challenges, athlete appearances and interactive moments turn the tour into a consumer experience.
Content Capture
Every stop can produce athlete stories, social clips, photography, interviews and future campaign ideas.
Invest in the Person, Not Just the Player.
Every athlete will not become a professional athlete. Every athlete will become an adult. Outside The Lines can extend Coca-Cola’s sports presence into education, youth development, workforce preparation and economic opportunity.
Potential Areas of Impact Can Include:
- Sponsored school programs
- Free or subsidized workbooks
- Financial education
- Career-development experiences
- Workforce preparation
- Athlete mentorship
- Entrepreneurship education
- College and career exposure
- Professional-athlete appearances
- Coca-Cola employee mentorship
- Internship and career awareness
- Community events
- Scholarships or educational support
- Family-development resources
- Leadership training
Discover the Next Stories Early.
Outside The Lines allows Coca-Cola to understand athletes as people before the rest of the world fully knows their story.
- NIL
- Social campaigns
- Product partnerships
- Athlete ambassador relationships
- Commercial advertising
- Community initiatives
- Live appearances
- Documentary storytelling
This Is What Makes Outside The Lines Different.
One School Visit Can Create:
- A docuseries segment
- A commercial concept
- Several social clips
- Athlete interviews
- Photography
- A community story
- A school activation
- Behind-the-scenes content
- A pro-athlete collaboration
- A future athlete campaign
One Game-Day Activation Can Create:
- Live consumer engagement
- Product sampling
- Athlete discovery
- Fan content
- Social storytelling
- Community connections
- A future episode
- A future commercial
- A future campaign
One Pro-Athlete Visit Can Create:
- Mentorship
- Advertising
- Entertainment
- Education
- Brand relevance
- Community impact
A 365-Day Athlete Platform.
Permanent Home
A permanent Outside The Lines experience at a destination such as the College Football Hall of Fame.
Live Tour + Activations
Touring experiences at games, campuses, homecomings, championships and athlete events.
Content + Athlete Stories
Docuseries episodes, social storytelling, commercials, athlete Q&As and recurring original content.
An Evergreen Brand Property Built to Generate Campaigns, Content and Community Impact for Decades.
A Campaign
Commercials, athletes, stories and activations introduce the idea.
A Content Franchise
The curriculum, athletes and communities continuously create stories worth following.
A Permanent Athlete Platform
Coca-Cola can own a lasting position around athlete development, education and life beyond sports.
Because the problem Outside The Lines addresses does not expire. Every year there is another 17-year-old recruit, another college athlete and another rookie learning who they are beyond their talent.
The campaigns can change.
The athletes can change.
The stories can change.
The platform remains.
Own the Culture Around the Game.
Homecoming Wars is a docu-style, fan-voted competition series covering high school and HBCU homecomings, with separate high-school and college categories.
Docu-Style Competition
Follow schools, traditions, bands, teams, alumni, fashion, food, community and the people who make each homecoming distinct.
Fan Voting
Turn viewers into participants with school pride, rivalry and repeat voting throughout the season.
Presented by Coca-Cola / BODYARMOR / POWERADE
Coca-Cola chooses the presenting brand while the property becomes an annual live-event and content engine.
Imagine BODYARMOR Bottles Everywhere the Camera Looks.
Imagine we do not only hand out BODYARMOR drinks and water — we also pass out special BODYARMOR souvenir bottles that alumni want to keep. And they have something to pour their "other" drinks inside during festivities.
Now fan voting gives everybody another reason to go live, post and record because they want their school to win Best Homecoming. In the background of those videos: BODYARMOR bottles everywhere and Bodyarmor page is being tagged in all of these post.
Then imagine the docuseries cameras moving through the tailgates, campus, bands, alumni events and game-day atmosphere — and the same BODYARMOR bottles keep appearing organically in frame. The product becomes part of the visual language of homecoming instead of feeling like a logo placed on top of it.
Homecoming Wars Can Command:
- High-school competition
- HBCU competition
- Docuseries episodes
- Social content
- Fan voting
- Live brand activations
- Sampling
- Campus experiences
- Community stories
- Music + culture content
- Annual awards
- Touring event footprint
- Brand sponsorships
- Retail tie-ins
- Recurring annual property
Homecoming Wars
The complete concept, competitive format, culture opportunity and activation vision.
Open Homecoming Wars Pitch Deck →Three Engines. Multiple Paths to Recover the Investment.
This is a standalone preliminary business-case framework for evaluating how BODYARMOR Heroes, Outside The Lines and Homecoming Wars could be funded, scaled and monetized. The objective is to identify ways to reduce Coca-Cola’s net investment, bring outside participants into the funding structure, create direct revenue opportunities and then measure the additional return generated through beverage growth.
This section is intended solely to provide The Coca-Cola Company with an illustrative starting point for internal consideration. The creator is not a member of The Coca-Cola Company, its Finance team or its internal budgeting process and therefore does not have access to Coca-Cola budgets, cost structures, financial forecasts, athlete agreements, media rates, procurement terms or other proprietary financial information.
All ranges, ROI examples, funding structures and recovery concepts are illustrative and should be validated, replaced or refined by Coca-Cola’s Finance, Brand Finance, Commercial, Media, Procurement, Legal, Insights/Analytics, Bottling Partners and applicable business teams before any investment decision is made.
Illustrative Pilot: $6M–$10M
Illustrative Full Annual Scale: $18M–$30M
Potential economic pathways extend beyond beverage sales and can include outside sponsorship, licensing, merchandise, collectible packaging, retail programs, media/distribution, games, toys, apparel and other approved franchise extensions.
- Outside sponsor underwriting
- Licensing + merchandise royalties
- Collectible / limited-edition packaging
- Retail partnerships
- Media + distribution opportunities
- Incremental BODYARMOR sales
- Reusable franchise content + IP
Illustrative Pilot: $4M–$7M
Illustrative Full Annual Scale: $12M–$22M
The platform can be scaled deliberately and can begin with athletes already within the Coca-Cola, BODYARMOR or POWERADE ecosystem, where existing agreements and rights permit, before expanding to additional talent.
- Existing athlete relationships to control talent costs
- Outside sponsors + program underwriting
- Media / co-production participation
- School + community partnerships
- Reusable documentary + social content
- Retail + local-market activation
- Incremental beverage sales
Illustrative Pilot: $7M–$12M
Illustrative Full Annual Scale: $20M–$35M
Homecoming Wars creates multiple opportunities for Coca-Cola to bring other organizations into the financial structure before consumer sales are counted.
- National + local category sponsors
- Media / distribution partners
- Coca-Cola bottler participation
- Retail partnerships
- School participation where appropriate
- Eligible grants + foundations
- Alumni + booster organization support
- Limited-edition products + merchandise
- Incremental beverage sales
Illustrative Combined Pilot Range: $17M–$29M
The objective is to reduce Coca-Cola’s net investment before measuring the revenue generated by the engines themselves. Coca-Cola does not necessarily have to carry every dollar alone. Sponsor underwriting, media and distribution partners, bottlers, retailers, schools, eligible grants, foundations, alumni organizations, booster organizations, community partners and in-kind resources can all be explored as part of the funding structure where appropriate.
Build the Funding Stack Before Counting Beverage Growth.
Potential co-funding and capital-recovery sources can be combined differently for each engine.
Bring Other Brands Into the Economics.
Approved non-competing sponsors can underwrite episodes, competitions, scholarships, travel, technology, fan voting, production segments, awards and live experiences.
Potential categories: financial services, insurance, automotive, technology, telecommunications, travel/hospitality, apparel, education/career services, retail and other approved categories.
Share Costs Where Participation Creates Value.
Where appropriate and permitted, participating schools may be able to contribute through eligible school, athletic, student-activity or marketing budgets; grants; foundations; alumni groups; booster organizations; municipal/community resources; tourism partners; or other approved funding sources.
Schools may also reduce production costs through in-kind participation such as facilities, venues, campus staff, security, event infrastructure, permits, local transportation or production support.
Use What Is Already in the System.
Existing athlete relationships, bottling partners, retailer relationships, production infrastructure, media commitments, event agreements and local-market resources can reduce the need to purchase every capability from scratch.
Outside The Lines can begin roster-first by filming athletes already connected to Coca-Cola, BODYARMOR or POWERADE where existing agreements and rights permit.
Create Revenue Beyond the Bottle.
- Sponsorship revenue
- Licensing royalties
- Merchandise
- Media / distribution participation
- Retail programs
- Limited-edition products
- Branded experiences
- Approved franchise extensions
Then Measure the Core Business Return.
- Incremental sales
- Trial + household penetration
- Repeat purchase
- Retail velocity
- School / campus penetration where appropriate
- Event + activation conversion
- Brand preference + consideration
Outside participation can reduce the investment.
Direct revenue can recover the investment.
Beverage growth can create the return.
Investment, ROI, Risk Management & Capital Recovery Framework
The full document provides the expanded illustrative cost ranges, ROI framework, operational considerations, contingency planning and capital-recovery pathways for all three engines.
Open Full Investment + ROI Framework →This Is What We Built Before Having Coca-Cola’s Athletes, Teams, Data or Scale.
Imagine what Missing The Pieces Studios can build in partnership with Coca-Cola.
Ideas, Concepts and Commercial Scripts Ready for Development.
- Three original engines
- 14 commercial concepts / scripts
- BODYARMOR hero architecture
- BODYARMOR villains / nemesis expansion concept
- Cool Joe vertical concept
- Hero crossover logic
- Outside The Lines athlete platform
- Homecoming Wars competition property
- Pitch decks
- Activation concepts
- Series possibilities
Move From Independent Origination to Collaborative Scale.
- Access to the right athletes and brand priorities
- Collaborative creative development with Coca-Cola teams
- Agency and production support for approved concepts
- Brand + athlete + legal review
- Development of additional athletes, characters and franchises
- Production planning
- Media + social amplification
- Retail + experiential activation
- School, campus and community expansion
- Long-term franchise and licensing opportunities where mutually agreed
14 Commercials. Three Content Engines. Ready to Build.
6 Commercials + 3 Pitch Decks
Cool Joe
Open →Cool Joe: Heat Timeout
Open →It Always Rains in Seattle
Open →Flau’jae Flow Studio Session
Open →Can’t Stop the Flow — Joe Crossover
Open →CeeDee Lamb — Flash I.V. Intro
Open →BODYARMOR Heroes Pitch Deck
Open Deck →BODYARMOR Villains Pitch Deck
If the hero concept becomes a full series, this is one possible nemesis and conflict system for expanding the universe.
Open Deck →Cool Joe Verticals Pitch Deck
Open Deck →8 Commercials · 5 Script / Campaign Links
Crossing The Lines
Open →Playbook for Life Outside the Lines
Open →CeeDee + Joe BODYARMOR Campaign — 4 Spots
Open 4-Spot Deck →Potential Super Bowl Commercial
Open →Delivering Days — Holiday Commercial
Open →The Third Engine
Homecoming Wars Pitch Deck
The competition format, fan-voting system, school and HBCU opportunity, culture opportunity and activation vision.
Open Deck →Financial Planning + Capital Recovery
Investment, ROI & Capital Recovery Framework
A standalone supporting document covering illustrative costs, ROI, sponsor participation, school/community participation, grants, existing Coca-Cola assets, revenue opportunities and contingency planning across all three engines.
Open Financial Framework →BODYARMOR Heroes captures imagination.
Outside The Lines builds the athlete.
Homecoming Wars captures culture.
Three original engines. 14 commercials. Multiple series formats. Year-round activations. One goal: help Coca-Cola win the hydration race.
Add Missing The Pieces Studios to Coca-Cola’s Roster of Trusted Creative + Strategic Partners.
Beginning with Advanced Hydration, Missing The Pieces Studios would serve as a specialized partner focused on athlete strategy, original content, intellectual property, athlete-led brand building, youth and community, franchise development and cross-functional activation.
We are not looking to replace Coca-Cola’s internal creative teams or existing agency partners. We are looking to add another creative engine to the ecosystem — one built to originate stories, characters, platforms and intellectual property that Coca-Cola and its partners can help develop, activate and scale.
Missing The Pieces Studios
Athlete Strategy · Original Content · IP Development · Youth + Culture · Franchise Development
A collaborative specialist partner — working alongside Coca-Cola leadership, internal teams and existing agencies.
Creative Leadership
Brand Management
Sports Marketing / Partnerships
Integrated Marketing / Activation
Social / PR / Community / Experiential
Existing Agency + Production Partners
We Build Beyond the Endorsement.
Athletes should not only appear in campaigns. The right athlete can become the center of a story, character, franchise, platform, community initiative or cultural property that consumers choose to follow long after the original advertisement ends.
Build Beyond the Endorsement.
Identify athletes and cultural voices that fit each brand and build long-term strategies around them beyond traditional endorsements.
Build Stories That Can Become Properties.
Develop commercials, vertical series, docuseries, animation, entertainment concepts and recurring original properties and brand platforms.
Turn Relationships Into Culture.
Turn athlete relationships into recognizable characters, stories, campaigns and cultural moments.
Build Where the Next Generation Already Is.
Build connections through schools, youth sports, campuses, tournaments, HBCUs and community initiatives.
Move Successful Ideas Beyond the Screen.
Expand successful properties into gaming, merchandise, collectibles, licensing, entertainment and live experiences.
Connect the Entire Ecosystem.
Connect Creative, Brand, Sports Marketing, Social, PR, Experiential and Commercial teams around a unified content strategy.
Add Another Powerful Source of Original Ideas.
Coca-Cola already works with world-class creative agencies, production companies, media partners and specialists. Missing The Pieces Studios adds a complementary capability to that ecosystem: a specialized source of athlete strategy, original IP, branded entertainment and franchise-ready concepts.
We can originate the central idea, athlete strategy, story world, characters and content architecture-then collaborate with Coca-Cola's internal teams and other agency partners to develop, produce, activate and scale the work.
From there, Coca-Cola’s internal teams and agency partners can help develop, produce, distribute, activate and scale approved work across creative, production, social, media, experiential, retail, PR, community and entertainment.
We originate stories built to become bigger than campaigns. Coca-Cola and its broader agency ecosystem help bring them to life, activate them and scale them.
What Can We Build Together That Creates Value for Years?
Missing The Pieces Studios does not only ask what the next advertisement should say. We look for ideas with the potential to grow into recurring stories, characters, series, experiences, communities and franchises.
Build Something People Follow.
Move beyond one-off messaging into narratives audiences can return to.
Create Recognition.
Turn athlete personality and brand strategy into memorable creative identities.
Create Repeatability.
Build formats that can generate new content, activations and community touchpoints year after year.
Create Expansion Paths.
Identify opportunities across entertainment, licensing, merchandise, gaming, collectibles and live experiences.
Build Together Without Assuming One Ownership Model.
Missing The Pieces Studios develops and owns original intellectual property. Coca-Cola can partner on, sponsor, license, co-develop, commission or acquire rights to selected properties under separately negotiated agreements.
Studio-Owned IP
Coca-Cola receives agreed usage, category, territory or term rights while Missing The Pieces Studios retains underlying ownership.
Brand Partnership
Coca-Cola helps activate and scale a property while rights and economics are defined by the partnership agreement.
Shared Opportunity
Selected concepts can be built together with ownership, approvals and economics negotiated for that property.
Full Rights When It Makes Sense
If Coca-Cola wants to purchase a property outright, those rights are valued and negotiated as a separate acquisition.
Ownership and usage rights are determined property by property. Missing The Pieces Studios retains ownership of its pre-existing intellectual property except where rights are expressly transferred through a separately negotiated written agreement.
The Existing Work Shows What Missing The Pieces Studios Can Keep Creating.
The three engines in this proposal are not isolated ideas. Together, they demonstrate the studio’s ability to create athlete-led intellectual property, evergreen platforms and culturally relevant brand opportunities.
Athlete IP + Entertainment
Athlete characters, youth imagination, commercial storytelling, animation, licensing, merchandise, gaming and long-term franchise potential.
Athlete Development + Storytelling
Athlete development, schools, community impact, commercials, docuseries, recurring social content and an evergreen athlete platform.
Culture + Experiential
Schools, HBCUs, youth culture, live activations, fan voting, branded experiences, social storytelling and an annual content franchise.
The existing proposal demonstrates the capability.
The partnership creates the pipeline.
Partner on What Exists. Put Us on the Roster. Build What Comes Next.
Partner on Selected Work Already Created.
Establish the appropriate licensing, sponsorship, co-development, participation or acquisition structure for selected intellectual property and creative assets already developed by Missing The Pieces Studios.
Add Missing The Pieces Studios as an Ongoing Partner.
Establish the studio as a trusted creative and strategic partner for Advanced Hydration and other mutually agreed Coca-Cola opportunities where our specialty can add value.
Create the Next Pipeline of Opportunities.
New athletes. New stories. New campaigns. New franchises. New cultural platforms. New intellectual property.
Missing The Pieces Studios is not asking Coca-Cola to create a job for its founder.
We are asking Coca-Cola to add a creative partner capable of continuously creating new opportunities.
Missing The Pieces Studios brings the strategy, stories and IP-building engine.
Give us the opportunity to build.