Objective:

• Highlight the sustainable practices of Melbourne’s café scene while aligning Cup Pro with the city’s iconic coffee culture.

• The campaign aimed to raise product awareness by educating audiences on Cup Pro’s ethical values, environmental benefits, and real-world applications.

Role:

• Captured B-roll of local cafes, Melbourne streetscapes, and lifestyle moments to showcase the city’s coffee culture.

• Briefed Content Editors on desired tone, pacing, and visual style to ensure alignment with campaign objectives and brand identity.

• Collaborated closely with the Head of Strategy and Creative Director to ensure all content reflected the brand’s tone of voice and Melbourne’s iconic cafe culture.

• Provided detailed, solution-focused feedback to editors, and ensuring all client revisions were actioned efficiently and to a high standard.