Great Coffee. It's Personal.
In my role as the Art Director for the Truesouth commercial ad campaign titled
"Great Coffee, It's Personal," I took charge of creating a visually compelling and cohesive
aesthetic that aligned with the brand's message. The primary focus was on showcasing
the personal connection individuals have with Truesouth coffee, emphasizing its unique
and enriching qualities.
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Conceptualization and Theme:
I collaborated closely with the creative team to develop a concept that resonated with the brand's values. The overarching theme, "Great Coffee, It's Personal," aimed to capture the intimate and personal moments people experience with Truesouth coffee.
Set Design:
My responsibilities included designing a n d overseeing the construction of s e t s that would serve a s the backdrop for the narrative. The sets were carefully crafted to evoke a warm and inviting atmosphere, mirroring the comforting nature of Truesouth coffee. Attention was paid to every detail, from the choice of furniture to the color palette, ensuring a seamless integration with the brand's identity.
Props Selection:
To enhance the authenticity of the commercial, I curated a selection of props that complemented the storyline and conveyed the brand's commitment to quality. Every prop was chosen with precision, contributing to the overall ambiance of the scenes while subtly reinforcing the personal connection between the characters and their coffee moments.
Continuity Management:
Maintaining visual consistency across scenes was paramount to the success of the campaign. I diligently managed continuity, ensuring that props, lighting, and set elements remained consistent throughout the shoot. This meticulous attention to detail contributed to a seamless viewing experience, allowing the audience to fully immerse themselves in the narrative.
The "Great Coffee, It's Personal" campaign not only highlighted the superior quality of Truesouth coffee but also created a visual narrative that resonated with the audience on a personal level. Through thoughtful art direction, the commercial successfully conveyed the brand's message, leaving a lasting impression on viewers.