Starbucks Seasonal
Overview
As a creative lead within the Creative Agency of Record for Starbucks, my role is to help shape the brand's narrative, introducing seasonal beverages, and crafting immersive digital experiences aimed at fostering lasting brand loyalty and driving conversion rates.
Over the past five years, I've worked consistently with Starbucks, leading a multitude of work ranging from seasonal campaigns to brand activations, television commercials, social media content, and innovative marketing strategies.
Here’s a selection of that work.
Creative direction,
art direction
Big Spaceship | SPCSHP
Client
Partners
Starbucks
Too many to list
Years
2020 - 2024
Agency
Role
TV spots
From the heartwarming narratives woven into our television commercials to the engaging content shared across social media platforms, every aspect of our work is designed to create memorable moments and foster deeper connections between Starbucks and its customers.
Always on social / digital content
Collaborating with exceptionally talented directors, photographers, illustrators, stylists and prop fabricators, I’ve created visually stunning seasonal campaigns that’ve set engagement records on Starbucks’ social channels (and then broken those records).
With five major campaigns annually, I've played a pivotal role in orchestrating each season, ensuring every detail aligns with Starbucks' messaging and overarching brand strategy while resonating with its fanatical customer base.
Marketing Activations
Additionally, I’ve concepted marketing and launch activations designed to drive brand awareness and inspire action—whether encouraging customers to try a seasonal beverage or engage with Starbucks’ digital platforms.
We partnered with experiential agencies to create buzzworthy, bespoke moments for seasonal drink launches and worked with tech agencies to deliver surprises like AI-powered chatbots that delighted customers. Embedded with our Starbucks clients, we led tissue sessions and developed activations integrated into broader campaigns, featuring collaborations with KidSuper, Ashanti, renowned illustrators, influencers, and digital personalities to bring the brand to life in fresh, memorable ways.
Results:+8%
34.3M
net revenue increase in Q3
increase in loyalty membership, setting a new record
6 best sales weeks ever
With Starbucks, my role grew alongside the account, evolving into full creative direction over five years. Beyond traditional advertising, it was about creating experiences that built emotional connections and fostered community. From seasonal campaigns and digital activations to major partnerships and the Rewards program, I led work across film, social, and digital, keeping the brand culturally relevant while driving store traffic.
As an embedded partner, I worked closely with the Starbucks team, fostering strong client relationships and making regular trips to Seattle to collaborate in person. These efforts were just a glimpse of how each project contributed to a larger vision— transforming creative storytelling into meaningful brand experiences.
