STARBUCKS BRAND

Starbucks wanted a campaign that shifted brand perception.
To do this, we focused on the people who define the Starbucks experience every day: its baristas.

Working primarily with existing assets and UGC-style imagery that we shot in a very short amount of time, we developed a campaign centered on genuine moments of connection between baristas and customers. To create the Spanish-language version of our spot, I conducted more than seven hours of interviews with Spanish-speaking baristas, ensuring the stories, language, and cultural nuances reflected authentic experiences rather than direct translation.

The result was a campaign that felt personal, culturally grounded, and true to the real, authentic connections formed at Starbucks.

Challenge: Starbucks needed to rebuild emotional trust with customers in a campaign using primarily existing assets, within a limited production timeline.

Insight: People may come for the coffee, but what keeps them coming back are the small, everyday interactions that make them feel seen.

Execution: We built the campaign around authentic barista stories and experiences, using real conversations to celebrate the human relationships behind the brand while creating a culturally authentic Spanish-language adaptation.

Role: Senior Art Direction • Social Content Ideation and Development • Barista Interviews • Leading Spanish Campaign Adaptation