Grip x The Coca-Cola Company at NVIDIA GTC 2025
Scaling Coca-Cola's Content Creation with OpenUSD and NVIDIA Omniverse
Originally presented at NVIDIA GTC | March 17, 2025
The session highlights
- 95% of The Coca-Cola Company's online product imagery is now powered by 3D digital twins.
- The Coca-Cola Company serves 2.2 billion drinks a day across 200+ markets, visualized with consistency thanks to Grip
- Digital twins have replaced traditional photography across campaigns, digital shelf, eCommerce, and more
In this session from NVIDIA GTC, Daniel Haveman (CTO, Grip) and Rudy Martinez (Global Director, Packaging Graphics and Product Visualization, The Coca-Cola Company) discuss how The Coca-Cola Company transformed its content production model and how Grip helped them digitize their vast portfolio, enabling automation, adaptability, and near real-time content production at global scale.
The session covers The Coca-Cola Company’s journey from crisis-driven digital transformation during COVID, to a future-facing system where digital twins enable thousands of content variations, all consistent, and beautifully rendered.
Fill out your details to watch the full talk below.
Session preview
What we learnt
We explored how The Coca-Cola Company’s digital twin library enables the brand to instantly produce consistent, high-quality content across regions, languages, and campaigns, eliminating the need for local photoshoots. The Grip platform, using OpenUSD and NVIDIA Omniverse, ensures compatibility across DCCs and offers future-proof flexibility for use cases ranging from e-commerce to global campaigns. By combining 3D rendering and compositing The Coca-Cola Company can now make fast, iterative creative changes without sacrificing quality or brand governance. With product visualization now automated, the brand is expanding into new applications like internal selling tools, inventory planning, and store simulations. Every detail, down to the droplets on a bottle or the foam in a cap is codified, delivering true global consistency across The Coca-Cola Company’s entire portfolio.
About Grip
As INDG’s software branch, Grip is a visual content configuration engine powered by NVIDIA Omniverse that makes it possible for large enterprises to use AI at scale. It breaks existing content down into configurable modules, allowing brands to swap out any element—including products, talent, accessories and branding assets—with complete control and accuracy. Grip integrates with existing workflows to automate product swaps and generate endless, hero-quality content variations—without disrupting established content production processes.
