Starbucks - The Real
Pumpkin Spice Latte

 

CREATIVE CONCEPTION | DESIGN DIRECTION

 
 

Starbucks has been serving Pumpkin Spice Latte for more than 20+ years and PSL has been living in the past, stuck behind a “Live, Laugh, Love” stereotype. So it was about time we reclaim it as our own.

We launched a fall campaign pushing PSL as an icon and giving it a strong new confident personality. Showcasing a visually elevated and intimate experience of the drinks. Showing less to feel more.
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 terms of design, 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 is 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.

We create 20x images, 49 mechanicals, and 19 banners represented in billboard from New York to Los Angeles, Seattle, xxxxx.

 
 
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FILMS

Black Label - This is not your silky black sheets, PG-13 kind of smoke. This is embers on your nose and charcoal in your lungs. Not a hint of smoke but smoke that comes with a warning label. Apocalypse replayed. Again, and again, every sip.

Red Label - Not sure if you’re killing your tastebuds or bringing them back to life. A trip back from hell or a fiery plunge into it. The claw marks after great sex. The VHS tape of your summer set on fire.

 

crediTS

Anomaly New York, London and Amsterdam
Creative Director: Leanne Amann
Senior Art Director: Benoit Ollive
Senior Copywriter: Sarah Keats
Art Director: Hannah Campbell
Producer: Cynthia Laplaige
Project Manager: Emma Tonetti
Designer: Adrian Ortega, Jessica Trombatore, Bari Schechter
Director: Matt Lambert at Pretty Bird