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The Text

This short film is directed by Oscar-winning screenwriter ("Milk) and LGBT activist, Dustin Lance Black. The film addresses loyalty and friendship while addressing the delicate subject of teen homosexuality. The messaging encourages teens to take a stand against bullying and to choose friendship over cruelty. “I’m proud to have worked with Coca-Cola on their ‘Crossroads’ series of films because at their core each helps demonstrate how choosing the path of compassion at crucial moments paves the way to true friendship and happiness,” said Black. “’The Text’ was perhaps the most personal for me to direct. As an artist, I feel I have a responsibility to share the stories of who LGBT people truly are in order to dispel any atmosphere of fear that might prevent LGBT people from sharing their lives openly.”

Creative Agency

Account Director: Henry Arlander, Mona Gonzalez

Account Executive: Rose Valderrama

Agency Production: Jeff Ferro, Victoria Whitlow

Art Director: Luke Acret

Chief Creative Officer: PJ Pereira

Chief Strategy Officer: Ana Cortat

Creative Agency: Pereira & O'Dell

Creative Director: Rob Lambrechts, Rafael Rizuto

Executive Creative Directors: Jaime Robinson

Production Manager: Aaron Rodriguez

Project Manager: Lauren Parker

Regional Corporate Communications Executive: Molly Parsley

Senior Business Director: Russ Nadler

Senior Copywriter: Omid Amid

Senior Designer: Moses Kelany

Strategist: Sara Lezama

Strategy Director: Josh Brandau

Music and Sound

Music Supervision: Aminé Ramer


Editor: Collin Kriner

Post Production / VFX

Creative Director: Alex Rodríguez

Post Production House: Umlaut Films

Print / OOH

Designers: Erik Buckham

Retoucher: Adhemas Batista

Production Company

Director: Dustin Lance Black

DOP: Carlos Verón

Executive Producer: Jason Forest

Producer: Gunner Clancey

Production Company: Bully Pictures

Category: Pop/fizzy, Soft drinks

Genre: Dialogue, Digital, PR, Storytelling