Lavazza Flavia

Turning a convenience product into an elevated everyday ritual. THE CHALLENGE: The at-home beverage market forces a trade-off: convenient but flat, or high-quality but complicated. Flavia AROMA does both — but nobody knew it. The challenge wasn't product awareness. It was repositioning a brewer as a lifestyle choice for consumers who want more from their day without adding more to it. THE APPROACH: Starting from audience research and a PurposeFirst creative brief, we identified the "Social Indulger" — someone who craves elevated daily rituals but won't sacrifice convenience to get there. From that insight we built two distinct campaign concepts, each with their own emotional register and visual world, both living inside one cohesive brand system. Then we took the work to the next level: concepting and directing a national TV spot in partnership with Lavazza's international creative offices in Italy. AI was part of the process from day one — Runway AI was used to generate storyboard sketches and concept visuals during pre-production, accelerating the creative development process and giving the client a cinematic vision before a single frame was shot.