The brief was simple: connect Starbucks with Gen Z by merging two cultural rituals, music and coffee.
I developed the visual language for the campaign and art directed the creative approach, shaping a bold, rhythmic aesthetic designed to feel culturally relevant to a younger audience. By translating sound into visuals and atmosphere, the concept positioned Starbucks as more than a coffee brand, but as part of the everyday creative energy of its audience. The campaign ultimately helped secure the client for the agency.