As they step through the huge vault door at the World of Coca-Cola, visitors are transported into a tale about the most famous and mysterious trade secret in history—the secret formula of Coca-Cola. Second Story, along with partners Donna Lawrence Productions and Gallagher & Associates, crafted a compelling narrative experience to delight and surprise visitors and challenge their ideas about what is fiction and what is truth about the secret formula. Second Story conceived of media and design strategies flowing from the two aspects of the secret formula: the secrecy and mystery surrounding it, and the fun that comes from simply enjoying the product. This concept fueled the design and development of twelve media experiences that help deliver the visitor toward the exhibit’s cinematic climax.