Montclair Communications Students Advance to 2024 Coca-Cola Refreshing Films Program Finals

Montclair School of Communication and Media seniors Charlotte Bigotto and John Schell have reached the finals of the 2024 Coca-Cola Refreshing Films (CCRF) program, a competition that gives up-and-coming film students at 60 partner Universities across North America the opportunity to learn commercial filmmaking and showcase their talent.

With support from Coca-Cola, Bigotto and Schell worked to produce a 30-second film that will be presented at CinemaCon in Las Vegas in early April alongside the other finalists. Throughout the month of April, movie fans in North America will have the opportunity to vote online for their favorite in the Cinemark Fan Favorite Award. The winning team will receive $5,000, and the team that captures the Grand Prize will have its film screened across select cinema locations in North America.

Bigotto and Schell, both Television and Digital Media majors, pitched their initial script idea to the Coca-Cola team via Zoom in last fall.The Montclair duo’s entry then advanced to the semi-final round of 15 out of more than 900 entries, and in early November, they learned they had made it to the final four.

“Never did I think that we would be where we are right now,” says Schell. “I was overjoyed we made it to the semi-finals, and to find out we made it to the final four teams was insane. It still doesn’t feel real in a way.”

What is the Coca-Cola Refreshing Films program?

“This program is designed to give students the opportunity to get hands-on professional experience by creating content for a big brand while still in college,” said Aviva Kleiner, Coca‑Cola Refreshing Films Program Director. “It’s amazing to support students at the start of their careers since they will be the ones fueling the entertainment industry for years to come. I can’t wait to see where their careers take them.”

Each participating team gets support from Coca-Cola throughout the program, including feedback on the team’s progress and a $20,000 budget for each team to produce their 30-second films.

About the project

Bigotto and Schell hired and are collaborating with fellow students, Montclair alumni, and other professionals to assist with filming, set and costume design, post-production and marketing for their project. The team, with support from faculty, staff and members of the CCRF program, filmed their commercial overnight at the AMC Theater in Clifton, N.J. on February 19.

“Learning more about branding from one of the world’s most successful and recognizable brands is exciting and a great learning experience,” says Bigotto.

“There are times when we’re working with people who have a film background and experience, and it’s nothing new to them,” says Schell. “It’s weird for me as someone who doesn’t have that experience to be in a higher position, so it’s one big learning process for us. But now I am to the point where I can’t even watch movies the same way because all I think about is the behind-the-scenes work to make a successful film.”

Regardless of the prizes, Bigotto and Schell have already made Montclair history by becoming the first Red Hawks team to enter the competition, let alone make it to the finals.

“We are extremely proud of Charlotte and John, and their success speaks to their creativity, determination, teamwork and willingness to be mentored by our amazing faculty and the world-class team at Coca-Cola,” says Keith Strudler, Director, School of Communication and Media at Montclair. “We are excited to see the Montclair community rally around Bigotto and Schell during the voting period, and hopefully propel them to victory for the Fan Favorite Award.”