As Director, I helmed two consecutive commercials for Nescafé's "Start Strong, Finish Strong" campaign, solving a complex multi-market challenge through a strategic approach. The ambitious brief required creating singular ads adaptable across Nescafé's entire CWAR region, seamlessly connecting with five distinct cultures and languages.

Drawing on my filmmaking background, I developed an innovative production strategy that maximized post-production flexibility. My extensive editing experience directly informed my on-set approach - meticulously designing each shoot to capture the necessary visual and narrative elements for seamless re-editing across markets. Rather than shooting multiple versions, I crafted a singular, powerful foundation that could resonate authentically with diverse audiences through precise editorial adjustments.

The initial commercial's success exceeded expectations across all markets, directly leading to Nescafé entrusting me with a highly anticipated sequel. Building on the foundational success, I refined the creative approach while maintaining narrative continuity. The sequel proved equally compelling, running successfully for two full broadcast cycles and reinforcing the enduring power of strategically crafted storytelling.

I also directed the accompanying photography shoots for both campaigns, ensuring visual consistency across all touchpoints.