Project Overview
Building on our brand identity work for Roast Collective, they commissioned us to produce their first brand film. The brief was ambitious: a 30-second hero spot that could run on paid social, in-store screens, and pre-roll — with a series of 15 and 6-second cut-downs for different placements. One shoot day, multiple deliverables, one unified story.
The Challenge
Coffee brand films tend to either be too romantic (slow pours, steam, golden hour) or too functional (product features, price callouts). Roast Collective wanted neither. They wanted something that made you feel the ritual of specialty coffee — the focus, the precision, the small moments of waiting.
Our Solution
We developed a concept around 'the 4-minute window' — the brief time between a perfect roast and its first pour. The film is structured as a sensory countdown: close-up textures, precise movement, sound design that puts you in the room. We shot on an Arri Alexa with macro lenses to capture detail invisible to the naked eye. The grade emphasizes warmth without romanticisation.
The Outcome
The hero spot achieved a 6.2% view-through rate on Instagram — more than double the industry average. In-store screen conversion uplift was 14%. The cut-down campaign ran for 8 months without creative fatigue.
