Nespresso
Nespresso Israel, a part of the leading global coffee brand, is known for its luxurious and innovative marketing and advertising strategy. The company focuses on creating a unique brand experience, using breakthrough creative and visual content to maintain its market leadership and reach new audiences.
PROJECT DURATION
One-time Project
MY Role
Concept & Direction: I conceived the entire creative concept and directed the CGI artist.
Landing Page Video
Cold Brew CGI
Production of a short CGI video for a Nespresso landing page, launched for their new cold coffee cup. The video was designed to create a sense of desirability and elegance around the product, using CGI to achieve a flawless, eye-catching visual that wouldn't be possible with standard photography.
KEY Challanges
Adapting Client Needs
A primary challenge was tailoring the video to the specific requirements of a landing page, which included creating a sense of luxury and desire while working within the project's technical limitations.
Creative Direction
Initially, we planned to integrate CGI elements into a live-action video combined with CGI, but this approach changed during the process, requiring me to pivot the entire creative direction to a fully CGI production
Realistic Result
We faced the technical challenge of ensuring the CGI models of the cup and liquid were entirely photorealistic, matching Nespresso's high-quality standards.
The strategy
My strategy focused on a clean, minimalist animation that would emphasize the product's premium feel. I directed the use of soft lighting and a sleek visual style to make the cup and the drink look as appealing as possible. I worked closely with the artist to ensure every detail, from the fluid movement of the coffee to the reflections on the glass, met the high standards of the Nespresso brand.
RESULT & IMPACT
The client was extremely satisfied with the final result, feeling that they received the best possible product for their needs. While there were no direct marketing metrics to measure success, the video served its purpose perfectly as an engaging and visually stunning centerpiece for the landing page.
PROJECT DURATION
One-time Internal Project
MY Role
Creative & Direction: I conceived the idea, wrote the script, and directed the video.
Farewell Video
The day after
A personal and creative farewell video produced for the outgoing Marketing VP of Nespresso Israel. The video's concept, developed after in-depth research with employees and managers, was to humorously show how the team would operate without the VP's unique habits and recurring mannerisms. The final video included emotional farewell messages from colleagues to create a heartfelt tribute.
KEY Challanges
In-depth Research
The core challenge was to conduct deep and insightful research with employees and managers to uncover the specific, recurring habits and traits of the VP.
Directing Non-Actors
The production required directing company employees who were not professional actors, ensuring their performances were natural and authentic while staying true to the script.
Tight Timeline
A major challenge was producing and delivering a high-quality, polished video within a very short timeframe to be ready for the farewell event.
The strategy
The strategy was to build a narrative around the idea of "what happens when she's gone?" by incorporating a series of humorous situations based on the research findings. We combined these lighthearted scenarios with genuine, personal blessings from employees and managers at the end, adding an emotional layer that made the video both funny and moving.
RESULT & IMPACT
The video was met with overwhelming appreciation and love from everyone at the farewell event. Both the VP and the attendees were deeply moved, describing the video as both very emotional and hilarious. It successfully created a memorable and meaningful moment for her departure.
