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  • DOING IS EVERYTHING

GLOBAL DIGITAL CAMPAIGN
ART DIRECTION & DESIGN    
MCCANN NY 



 Client
Nespresso

Objective
Develop Nespresso’s first ever sustainability announcement spanning organic social, email, website and paid assets; creative needed to match the seriousness of the brand’s commitments while embracing a modern visual look.  

Result
A sophisticated campaign that quickly became the brand’s top-performing content on social; all assets became templates the brand still utilizes across social to date.

Roles
Art Direction, Design


💡 Team: Estefanio Holtz, Tim Min, Josh Race
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  • ESTABLISHING THE BASELINE 

ANIMATION: CRAFT NY

Step one towards developing Nespresso’s new look/feel was establishing a key image featuring everything clients were looking for: clean lines, space for their commitments, and modern elements.    
     
The new look/feel provided many ways to flex the design across social, a big priority for Nespresso.



The overlapping elements in our design increased tap-through rates on Stories by 45%!  

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  • THE COMMITMENTS  

ANIMATION: CRAFT NY

Nespresso’s commitments to sustainability were announced via 5 carousel Instagram posts, each expanding on the company’s efforts in the post copy.  On top of the design within carousel, the first slide of each carousel was designed to form a cohesive design on Nespresso’s feed. The posts collectively generated over 100K impressions, including comments and shares.


Nespresso requested that the posts form a cohesive visual on their feed.


Post 1: Introduction to ‘Doing Is Everything’


Post 2: What Nespresso’s been doing right so far


Post 3: Recycling


Post 4: Going carbon-neutral in 2023

Post 5: Fair wages for farmers


Post 6: Conclusion, inspired by humanity, and coffee; posted at the conclusion of the campaign’s 2-week in-feed display.





  • FLEXING THE AESTHETIC

The new look was applied to email newsletter headers, banners, and other digital assets.








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