Summer Berry

The goal

Pumpkin Spice marks the beginning of Fall and the Red Cup signals the holidays.

Starbucks needed a way to roll out our new icon for summer: the Summer Berry Refresher.

When in doubt, simplify.

I encouraged the team to hone in on the drink's color and embrace water to cue refreshment and summer.

The focused vision lead to popping water balloons, bursts of water, and a striking campaign which confidently showcased the new drinks.

The cohesive and surreal work lead to sales 300% higher than forecasted.

Social conversation doubled compared to the previous Starbucks product launch, and outperformed that year's holiday and fall campaigns.

With a professional background in photography, I love any chance to hop back on set.

There's a thrill that comes from problem solving in real time with a talented crew of creatives.

Together we used practical effects to bring concepts to life, with the magic of lighting, splashing water, and some resin-filled balloons.

Role: Creative Director

Agency: SPCSHP

Photographer: Julia Stotz

Food Stylist: Callie Meyer

Production Design: Patrick Müller