EspressoWorks
E-commerce & Creative Campaigns
Over three years, I developed creative campaigns for EspressoWorks across e-commerce, email marketing, social media and digital advertising. The Halloween 2022 campaign captures the approach behind much of this work, transforming everyday coffee equipment into something unexpected through concept development, art direction, photography and digital production.
Client:
EspressoWorks
Role:
Senior Creative Designer
Year:
2020-2023
Explore the full story –
Challenge
Coffee machines and brewing accessories are functional, everyday products, often presented through predictable commercial imagery. For Halloween 2022, the challenge was to create something visually distinctive without losing sight of the products themselves. The creative needed to bring personality to the campaign while remaining adaptable across multiple marketing channels and formats.
Objective
Working closely with the Marketing Manager, I developed moodboards and explored visual concepts before establishing the campaign's creative direction. I then collaborated with the photographer during production, directing compositions and imagery to bring the ideas to life. The resulting photography was further developed through Photoshop manipulation, creating bold Halloween-themed visuals that could be translated across email marketing, the Shopify site, social media and other promotional applications.
Results
The Halloween campaign transformed ordinary coffee equipment into playful, theatrical compositions, creating a distinctive visual identity that carried consistently across digital touchpoints. This approach was representative of my wider work with EspressoWorks from 2020 to 2023. Each campaign presented a new opportunity to explore creative directions, develop original visual treatments and translate them into cohesive executions across the brand's evolving digital presence.
