Brief
VBM is one of the leader Espresso machines in the world. We were contacted by Espresso Communicazione to help craft a concept and shoot a series of online ads to celebrate baristas in their everyday struggle.
Problem Statement & Pain Points
VBM needed to appeal their main target, the people that use their products every day: Baristas.
On a contained budget, we needed to address two distinct markets: Europe and America.
Strategic Angle
I focused production design on locations and casting to reminisce the specificities of these two types of cafes, and baristas. Traditional espresso bars from the european tradition vs modern cosmopolitan bars.
I also made an extensive research work in sectorial forums and communities to look for the most common situations and struggles baristas suffer every day.
Moodboard
We went for Caffè San Marco, an historical 1900s cafè that caught up the traditional vibe perfectly. For the modern one, we went with Draft, a modern hip caffe and bar, that was the closest to the urban NY vibe.
