telling the Milan Story
As a creative leader for Starbucks, I was accountable for all aspects of the fall campaign, from directing a world-class agency working on films and social posts to leading a team of designers and writers, shaping the concept and voice for in-store signage and advertising.
Social posts and films
Callen, a top agency for creative work, was called upon to execute a series of :15 second films and social posts. The films needed to match-up with the visual expression, copy, and tone of the in-store creative and advertising. Our focus for the films was the barista craft, and the artistry of each featured beverage.
In-store
With in-store signage we communicated an important milestone and brand story—the epiphany Starbucks founder Howard Schultz experienced on his first visit to Milan, and Starbucks return to the city where Howard’s dream was born. Our task was to make the story relevant for customers who may not know the company’s history, and who may never travel to Milan to see the new Starbucks Reserve Roastery.
Writer: Lisa O’Brien
Advertising
For advertising, we maintained the visual style of the in-store work and messaging that evoked barista craft. The new Cordusio beverage, named after the piazza in Milan where the new Starbucks Reserve Roastery is located, offered customers a literal “taste of Milan.” Focusing on this new espresso-forward mocha, brought our story home for customers.
Website & Starbucks app
Starbucks homepage introduces the beverages of fall, providing a consistent thread to the campaign. The Starbucks App brought the beverages to the user’s attention. Each was given the elegant look of the campaign and the sophisticated tone of voice.
Writer: Maggie Hess
Writer: Maggie Hess