To introduce Starbucks’ Crema Collection, we created a campaign that reframed the afternoon coffee moment as a personal reset. Centered on the idea that this new instant coffee “sips different,” the work highlights the sensory ritual of crema foam and the emotional uplift of reconnecting with yourself mid-day. As Creative Director, I helped guide the creative direction for the campaign, leading the visual approach across broadcast and social production while shaping the overall tone and storytelling of the work.