Why: Starbucks wanted to encourage its online following to drop by its coffeehouses during the week of Valentine’s Day. So, they asked the agency content team under my direction to develop an attention-grabbing, emotionally engaging promo campaign.

What: We created a series of EveryLove stories — true life mini-documentaries that repositioned the holiday as a celebration of love in all its incarnations. Each poignant video reminded viewers just how much their lives are enhanced by unique manifestations of love, while serving up a subtle invite to celebrate their own EveryLove by sharing a warm cup with a loved one.

 Role                Creative Director, Scriptwriter, Video Director

Team              Tether Agency