In February 2023, Coca-Cola announced that it would be collaborating with OpenAI's DALL-E2 model and ChatGPT for marketing campaigns. It was the first deal with Bain ever since the later had announced a partnership with OpenAI specifically to use its tools for marketing earlier in the year. A couple of weeks later, Coca-Cola released an AI-powered campaign, Masterpiece, which has taken the world by storm, showcasing some of the most iconic artworks in history, and doing so with the help of advanced artificial intelligence. This innovative ad tells the story of a Coca-Cola bottle's journey through some of the most famous paintings and sculptures in the world, as it makes its way to a thirsty student in need of inspiration. Using a mix of live-action shots, digital effects, and AI, the VFX team at Electric Theatre Collective and creative agency Blitzworks have created a breathtaking commercial that seamlessly transitions between different styles of artwork.