The Brief
Coca-Cola commissioned original concept imagery for an internal research project: a game where participants would step into a character’s shoes and mix drinks from ingredients scattered around a lab. The brief called for something playful, otherworldly, and a little gothic. A world that felt inventive and strange rather than corporate and clean.

The Concept
Enter Dr Parnibus: a scientist working in an underground laboratory. The character and environment were designed to feel like a cross between a Tim Burton storyboard and The Gashlycrumb Tinies, full of glowing liquids, DIY equipment, and dark corners that peaked curiosity and invited participants to explore. Every design choice served the research goal: making participants want to poke around, try things, and enjoy the process of discovery.

The Result
The client was thrilled with the final artwork, and the world of Dr Parnibus gave the research team a character and setting distinctive enough to make the experience memorable, while staying playful enough to keep participants engaged throughout.