A Soundtrack for Your Coffee Moment
The Campaign
Café Royal wanted to reposition the brand not simply as a product, but as a trigger for personal moments of escape. We developed “Din Moment”: an integrated campaign in which music transforms an everyday coffee break into a world of its own.
Café Royal wanted to reposition the brand not simply as a product, but as a trigger for personal moments of escape. We developed “Din Moment”: an integrated campaign in which music transforms an everyday coffee break into a world of its own.
Creative Development
Our brief was to explore multiple concepts for the relaunch of Café Royal, a coffee brand owned by Migros.
As Art Director, I contributed to the creative and visual development of the campaign, using GenAi to translate the insights identified by the agency’s Strategy into four main creative territories:
Our brief was to explore multiple concepts for the relaunch of Café Royal, a coffee brand owned by Migros.
As Art Director, I contributed to the creative and visual development of the campaign, using GenAi to translate the insights identified by the agency’s Strategy into four main creative territories:
AI Workflow & Exploration
Each territory needed to feel distinctive while remaining executable through high-end film and photography. I built an AI-assisted process to accelerate visual exploration while retaining control over choreography, composition, camera language and product detail.
Each territory needed to feel distinctive while remaining executable through high-end film and photography. I built an AI-assisted process to accelerate visual exploration while retaining control over choreography, composition, camera language and product detail.
AI engines still struggle with complex and specific human body movements. To improve control over choreography and composition for the campaign, I built structural pose dummies based on real life dancers to serve as skeleton references, adding a layer of control over posture, camera angles, physical weight distribution and overall composition.
Lifestyle Aesthetic & Music Homage
From rigged-camera and motion blur effects to unusual characters and iconic music aesthetics, every image generated passed through human filter.
From rigged-camera and motion blur effects to unusual characters and iconic music aesthetics, every image generated passed through human filter.
"Machine provided speed, the art director shaped the result."
Product Fidelity
Beyond lifestyle and storytelling, a beverage campaign relies heavily on appetite appeal. To achieve that, I developed dedicated prompt presets to accurately render rich liquid textures, dense crema, iced layers and product packaging, demonstrating the workflow's capability to scale directly into commercial retail assets.
Beyond lifestyle and storytelling, a beverage campaign relies heavily on appetite appeal. To achieve that, I developed dedicated prompt presets to accurately render rich liquid textures, dense crema, iced layers and product packaging, demonstrating the workflow's capability to scale directly into commercial retail assets.
Outcome
The process delivered a high-fidelity library of preview images that helped both agency and client compare concepts, align on visual direction and move into production with more confidence.
The selected territory evolved into “Din Moment”, an integrated campaign produced entirely through live-action film and photography and rolled out across TV, online, OOH and DOOH.
The process delivered a high-fidelity library of preview images that helped both agency and client compare concepts, align on visual direction and move into production with more confidence.
The selected territory evolved into “Din Moment”, an integrated campaign produced entirely through live-action film and photography and rolled out across TV, online, OOH and DOOH.
Featured in
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Client – Migros / Café Royal
Agency – Morning Agency
Creative Director – Sascha Borsai
Creative Director Art – Oliver Spalt
Strategy & Data Intelligence – Marcel Benz
Copywriter – Sascha Borsai
Art Director – Marcelo Feitosa
Account – Nico Podgorny
Media – Nikolina Caleta
Creative Productor – Erasmo Palomba
Music Production – Great Garbo
Production Company – Pumpkin Film
Film Director – Filip Nilsson
Client – Migros / Café Royal
Agency – Morning Agency
Creative Director – Sascha Borsai
Creative Director Art – Oliver Spalt
Strategy & Data Intelligence – Marcel Benz
Copywriter – Sascha Borsai
Art Director – Marcelo Feitosa
Account – Nico Podgorny
Media – Nikolina Caleta
Creative Productor – Erasmo Palomba
Music Production – Great Garbo
Production Company – Pumpkin Film
Film Director – Filip Nilsson
