Sayako Minami
Associate Creative Director, Designer
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Starbucks

It’s that moment we realize summer has truly begun. The vibe shifts. We shed our layers, break out the sandals, and bask in the joy and excitement for all the summertime activities ahead. That was the feeling we set out to evoke for the 2024 seasonal social campaign—and with the launch of a new drink that’s unlike anything Starbucks has released before, it was the perfect catalyst to kick off summer with a splash.

We’re on Summertime

For the launch of the new Summer Berry Refreshers, we leaned into water as the visual thread connecting our assets into one cohesive campaign, while highlighting the drinks’ distinctive color and the fun of popping pearls.

 

Results

💙 Summer-Berry Refreshers performed at nearly 300% of sales forecast
👀 3.4M+ views on our Teaser video, with 4x the usual amount of shares across Reels and TikTok
🏅 Launch post was Starbucks’ 3rd most shared post on IG, 6th on TikTok, 8th on FB
🤯 Overall record-breaking launch engagement on all Starbucks channels

Practical all the way

From rushing water to flying cereal to weight-bearing balloons, we used practical effects for every visual.
Working with photographer Julia Stotz and a superteam of creatives, production designers, food stylists, light techs, and more from Standard Production Co., we innovated surprising ways to bring our assets to life. Cereal straight from a conveyer belt anyone?

 

Summer, continued

Not to forget the rest of summer and Starbucks’ other offerings, we created more vibrant social assets featuring the refreshing nature of these icy beverages, inspired by the playfulness of the season.

 

Agency: SPCSHP
Creative Director: Aidan McDermott
Art: Sayako Minami
Copy: Megan Williamson
Photographer: Julia Stotz