Starbucks - The Real
Pumpkin Spice Latte

CREATIVE CONCEPTION | DESIGN DIRECTION

Starbucks has been serving Pumpkin Spice Latte for more than 20+ years. PSL has been living in the past, stuck behind a stereotype. So it was about time we reclaim this fall icon as our own.

We launched a fall campaign giving PSL a strong new confident personality.
Showcasing a visually elevated and intimate experience of the drinks.
For PSL fans the billboards are the sign signifying fall has officially landed.

I first shot the concepts at home to help sell the idea, then worked with the incredibly talented duo of photographers Peden+Munk in New York. The approach for the drinks is an eye-catching and elevated photography style inspired by the flavors of the PSL.

Rich. Warm. Dramatic.

In our layouts, we also implemented a rather drastic simplification, allowing for the photography to stand out, with PSL confidently abbreviated and displayed in bold and large letters. Real Pumpkin handwritten to further signify craft and push on the drink’s pure ingredients. Last but not the least power-move, all the logo integrations are practical being printed on the cups, allowing for unique crops and daring compositions surrounding our drinks; a first for Starbucks.

The campaign can be seen across +100 assets all around America.

crediTS

Photographer: Peden+Munk
Head of Production / EP: Kirsty Meares
Producer: Maddie Echeverria
Drink Stylist: Callie Meyer
Set Designer: Kalen Kaminski

Anomaly Los Angeles

Design Director: Benoit Ollive
Designer: Michael Auer, Makena Hammond
GCD: Caitlin Slack
Senior Art Producer: Madison Nauta
Business Director: Zach Hendrickson
Account Supervisor: Lauren Kelly
Account Executive: Damaryan Benton