In 1985, Coca-Cola decided upon a sweeping product change: its classic formula would be replaced by a new, sweeter recipe. New Coke came with new packaging, a new logo, and a massive ad campaign.

One of Jacobs' first jobs was to create three new can designs, one for every decade Diet Coke has been around: the '80s, '90s and 2000s. In Jacobs' first ad, three women come across a photo booth ...