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A social campaign to promote a line of merchandise that celebrates Spring

Paul & Joe Collab
Art direction, concepting

The Challenge

To reinforce Starbucks as an inspiring lifestyle brand who works with designers all around the globe and to drive hype and excitement around Paul & Joe's merchandise on social media.

What We Did

As the line of merchandise is spring related, we landed on the editorial angle of “Spring Into Bloom” and derived onto two content pillars – “Spark Something New” & “Celebrate Togetherness”. These showcased the inspiration behind the collaboration as well as how it celebrates spring. We shot and created the assets from scratch (and also used my cat as a model).


Many ideas were tested through animated sketches.