As creative director for the centenary celebrations in Northwest Europe and the Nordics, LaChapelle has created a series of powerful images to pay homage to the iconic Contour bottle in a campaign titled "Together."
Inspired by the insight that the original glass bottle is "the only commercial product you can recreate with your hands", the film features the hands of real people from diverse ages and ethnicities who are being brought together in a moment of togetherness to form the unmistakable curvaceous silhouette of the
“David LaChapelle is one of today’s most talented and innovative creatives – always pushing the boundaries in a cultural and societal context," said William Swann, Coke's group content director. "As an avid fan of
Kiss HappinessAs part of the 100th anniversary celebrations, LaChapelle has also created the imagery for the "Kiss Happiness" campaign featuring British pop icon Rita Ora and superstar DJ and producer Avicii "kissing" the
LaChapelle has captured each music artist in raw and edgy compositions, drawing inspiration from the classic black and white photography of Hollywood icons discovered in the
Swann adds: “Both Rita and Avicii are big fans of Coke, which made them perfect brand ambassadors for the 100 years of Contour celebration. David wanted to create a backstage, authentic moment showing each artist enjoying their favourite drink -- as if they just finished performing.”