HELLO AGAIN

A global creative platform and modular design system spanning Super Bowl launch, print takeover, seasonal tentpoles, product innovation and the Olympics – delivered across LA, NY, London and Shanghai in under two months.

Brought in by new leadership to help strategically and creatively lead an enterprise turnaround, we reframed Starbucks around a single honest shift: from “The Starbucks Corporation” to “The Starbucks Coffee Company.” The coffeehouse tenets Starbucks pioneered - the third space, personalized touches and handcrafted drinks - had eroded as the business moved toward digital ordering. Our job was to put the human experience of coffee back at the center.

Shot entirely on 35mm with real baristas, real stores and real moments, set to Thunderstruck by AC/DC, the hero film captured the warmth and imperfection of real life. We launched around the Super Bowl without buying an in-game spot, yet breakthrough creativity and smart communications strategy propelled the work to #4 in the New York Times’ Super Bowl ad rankings and #2 among pre-game spots. Starbucks Monday became the most redeemed offer in company history, serving 2,000+ Tall coffees per minute and driving Starbucks Rewards’ highest-ever download and redemption day.

The platform then flexed across PSL, holiday, protein innovation and Milano Cortina 2026. PSL delivered its strongest Tuesday ever and +27% traffic; Holiday delivered Starbucks’ #1 sales day ever, a record 20% LTO sales mix and +10% net sales vs. 2024. By Q3 2026, U.S. same-store sales were up 8.1%, transactions 4.5%, global same-store sales 7.9%, and Rewards reached a record 35.5M active members — sustained momentum after eight quarters of U.S. decline.