NCAA March Madness takes over. Tens of thousands of people flood a handful of cities, and for a few weeks, those cities belong to college basketball. Coca-Cola and Body Armor are both official partners of the tournament, so their presence had to feel real, disruptive, and in the middle of it all.

Throughout the men's tournament, targeted projections ran in key markets as the bracket narrowed — close to arenas, in nightlife corridors, near the hotels where teams and fans were staying. Creative was updated in real-time, celebrating the winning teams as they advanced to the next round.

For the Men's Final Four in Indianapolis, two large-format wallscapes went up — one for Coca-Cola, one for Body Armor. The city was packed, the energy was real, and those walls were in the middle of it. The campaign also extended to the Women's Final Four in Phoenix, real-time projections running on the same proximity-focused approach. Same strategy, different city, because that tournament deserves the same level of presence.