Nescafé :
Crafting Global Resonance
The Challenge & My Approach
The challenge from Nescafé was ambitious: create a single commercial adaptable for their entire CWAR region, seamlessly connecting with five distinct cultures and languages. As the Creative Lead, I developed an innovative production and creative strategy, meticulously designing the shoot to maximize flexibility in post-production. My extensive editing experience directly informed the on-set approach, ensuring we captured the necessary elements for seamless re-editing. The result was a singular, powerful ad that, with subtle editorial adjustments, effectively resonated across multiple diverse markets. This initial success was so pronounced that it not only exceeded expectations but directly led to Nescafé entrusting me with the follow-up campaign.
Nescafé 2.0:
Orchestrating a Global Sequel
The Challenge & My Approach
Following the significant impact of the initial campaign, Nescafé returned, entrusting me to direct the highly anticipated sequel. Building on the foundational success of the first ad, I personally directed the commercial, ensuring a continuation of the brand's narrative while refining the creative approach. My comprehensive understanding of their multi-market needs, honed from the original project, allowed for precise directorial choices that once again ensured broad cultural resonance. The sequel proved equally compelling, running successfully for two full broadcast cycles and reinforcing the enduring power of a strategically crafted narrative. I also directed the accompanying photography shoot for this impactful follow-up campaign.
