Ecommerce · coffee roaster
Fresh beans still have oil on them
A bag emptied into a grinder, one morning, in one take. A study made for a coffee roaster rather than a named business, and the first piece we produced that passed every gate in our method on the first attempt.
A study, made for a category rather than a named business. Client work appears here only once the client has seen it and agreed.
01
The brief
An online roaster is not selling coffee. Coffee is available on every corner and in every supermarket. It is selling the difference between beans that were roasted last week and beans that have been sitting in a warehouse since spring, which is a difference a customer can taste and cannot see on a website.
02
The picture
The bag goes into the grinder and the beans come out of the bag. Not a finished cup, not a barista, not a café table in soft light. Every one of those is a picture of the category's endpoint and belongs to a coffee shop, not to a roaster who ships. The bag is the thing the customer actually buys and receives.
03
The detail that carries it
Fresh beans have oil on them. Under a raking light that oil reads as a sheen across the whole pour, and it is the only visual evidence of freshness that exists. The shot is composed so that sheen is the brightest thing in frame.
04
The test
Stripped of captions and sound, four models were shown the frames and asked one question: what is this selling? All four said coffee. That result is not remarkable in itself. It became remarkable when we ran the same test on our other work and most of it failed.
Measured
What the test said.
Every piece is shown to four different models with the sound off and the captions stripped, and each is asked one question: what is this selling? The numbers below are those answers, including the ones that went against us.
- Category recovered, no captions
- 4 of 4 judges
- Recovered at the plate stage
- 4 of 4
- Motion takes required
- One
- Offer recovered from finished cut
- 4 of 4
The piece that produced the rule the rest of this wall is built on. Whatever is largest and most legible in the frame becomes the product, whether or not you intended it to.
Yours
Get a spot made for your business, free.
Ten seconds, one moment, in your brand, put through the same test as everything above. We make a set number free each month. Tell us what you do and what you would want people to stop on.