PEDEN+MUNK and Mariana Velasquez , Coca-Cola, “The World Will Wait”

Coca-Cola’s global campaign, “The World Will Wait,” is an invitation to put down our screens and reclaim shared meal moments, bringing people back together around the table.

In partnership with The Coca-Cola Company and WPP Open X, PEDEN+MUNK and Laird and Good Company helped bring the campaign to life through a global body of photography produced in Mexico City.

Big in scale, human at its core, and unmistakably PEDEN+MUNK. More than 500 people auditioned to create a cast of 30. Over 150 locations were scouted, and 30 regionally specific dishes prepared, bringing cultures and communities from around the world to Mexico City to create photographs that feel personal, spontaneous and completely lived-in.

Across five shoot days, three homes and three restaurants, every detail was considered for cultural specificity and authenticity. Food stylist Mariana Velasquez brought that same care to the table, styling 30 regionally specific dishes as part of a wider production spanning casting, wardrobe, locations, gestures, props and regional Coca-Cola serves.

Within all that complexity, PEDEN+MUNK stayed focused on the small, human moments that make a photograph feel alive: someone leaning into a loved one, a hand reaching across the table, or the split second before everyone starts laughing.

Photography by PEDEN+MUNK, food styling by Mariana Velasquez, and production by Laird and Good Production, with local production support from the excellent team at Habitant.