Make time for me time

Starbucks Winter campaign 2021

Concepting + Art Direction + Illustration

Creative VP: Jen Quotson | Creative Director: Ben Nelson | Associate Creative Directors: Andrea Hilliard, Marissa Flores | Designers: Bonita Nongluk, Kiersten Miller, Jamie Jones, Hansel Doan, Trevor Basset | Copywriters: Ellie Atchley, Lisa O’Brien, Keri Clark

Project brief: Create a visual world to support Starbucks’ brand messaging of uplifting “me moments” and “everyday escapes” that customers need and deserve. Contend with new routines as customers adapt to the challenges of COVID-19 – narrative focuses on personal well-being as well as connection and normalcy. My role in this promo team was to lead illustration assets, assist in concepting and art direction, and lent my hand for film storyboarding.

The Winter team developed the season’s creative expression, starting from dissecting trend reports down to curating palettes and fonts to creating stickers, illustrations, and backgrounds.

FRESH START: CONFIDENT | ENERGIZED | UNDENIABLE

Feels like singing in the shower.

When life tries to bring you down, you answer with a resounding “Uh-uh, I don’t think so.” So seize the day (and the Pistachio latte) because you don’t need anyone’s permission to do you. Craving bacon and gouda? We got you. Feeling like a green goddess this morning? Say hello to our new Kale and Portabella SVEB—they’re a great addition to that dairy-free Honey Almond Milk Flat White. But if you want it, order that Frapp and don’t look back.

We’ve drawn on the energy and confidence that come with the start of a new year to reclaim 2021 for ourselves. We’re embracing the fluidity of everyday life and the happiness that comes from pure, unadulterated self-love.

We created a comprehensive global style guide that would inform all aspects of the Winter campaign, including the Winter 2021 film.

Film Credits: Jamie Jones (lead designer), Epoch Films / Emma Westenberg (director), Future Perfect (music house), Big Spaceship (production agency), The Mill (post production / editing)

Results

Winter ‘21 successfully positioned Starbucks in the wellness space during a time when customers are looking for guidance on wellness. Moving Starbucks away from the “whip and drizzle” perception by showcasing a variety of products, especially non-dairy offerings, has boosted perception of the brand. In fact, focus on cold beverages grew impressions by 55% and more than doubled social mentions of cold brew.

While business was still affected by COVID, 2 year comps showed a promising growth of +3.1%. The campaign delivered $2.4B in sales during this season.