For the past 4+ years, I have had the privilege of leading, overseeing, and guiding the Starbucks creative through brand and seasonal Campaigns. These intensive shoots across social, video, and activation would see me leading an on-set team of 20+ for up to 8 weeks per year.
The social assets specifically have a strong product and art direction emphasis that required us to balance the line between showing beautiful drinks with seasonal cues. Each season we helped to build out a color palette, and applied it throughout our creative to ensure the assets feel like they belong in the same moment in time.
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For Starbucks Holiday, we focussed on the holiday season as a magical escape. Launching during the 2024 election, it’s designed to break through the political noise and create excitement during a time where people may feel disengaged.
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The launch of their Oleato range was unique, as we needed to balance a new product with a higher price point and more literal education about what it is. The drinks were infused with olive oil so we decided on using gold as the visual through-line to tie this range together in a more premium way.
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Spring at Starbucks required a particular emphasis on their lavender drinks, so bringing that through in the color palette felt like a no brainer. We wanted the drinks to feel magical, but at the same time visually educating people on the flavor profile.
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The objectives for the winter season was a bit of a mixed bag. We needed to highlight some flavor cues very explicitly in a highly produced environment, while also showing how people interact with the product.
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Fall at Starbucks is their most beloved season with the PSL being at the forefront. We called this visual territory ‘For the Love of Fall’ which emphasized the moments of togetherness people experience throughout this season.
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Starbucks Summer is bright, vibrant, and most importantly, cuts through the heat to visually cool you down. Refreshers were the main stars for this season, and we took cues from their colors to inform the vibrancy of the creative whether it was more studio focussed, or on location.
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Congrats you have reached the bottom of this page. Your prize is a Starbucks sizzle reel! SPCSHP first won the account in 2018, and I worked on almost every campaign featured in this sizzle, and at the end you’ll see some cute on set BTS for an extra treat.