Overview

Cremaletto is an Argentine coffee brand with a strong traditional identity. The goal of this project was to explore how that heritage could be pushed into a more contemporary and visually distinctive advertising system.

Instead of creating standard product ads, I developed a series of concept-driven static pieces built around ritual, origin, nostalgia, and everyday coffee moments.

Coffee advertising often relies on the same visual language: cups, beans, steam, and lifestyle photography.

The challenge was to keep Cremaletto recognizable while creating something that felt less predictable, more editorial, and more memorable.

The campaign was built around three ideas:

The existing brown, cream, gold, and light-blue palette was kept as the foundation, while the compositions became more surreal and conceptual.

Each ad explores a different visual trigger.

The Eclipse A coffee cup becomes an eclipse, turning flavor into something almost cosmic.

The Altar The product is treated like an object worth displaying rather than a traditional grocery item.

Open the Ritual The coffee bag appears inside an oversized burlap zipper, transforming the act of opening coffee into a ritual.

A Taste of Home Vintage maps, stamps, and Argentine references connect the product with origin and nostalgia.

The Everyday Monument Simple coffee moments are elevated through architectural compositions and dramatic product staging.

The final system feels recognizably Cremaletto, but moves the brand away from conventional coffee advertising.

The project became an exploration of how art direction, visual metaphor, and AI-assisted workflows can turn a familiar consumer product into a stronger visual experience.

Creative Direction · Art Direction · Static Ads · Visual Concepting · AI Design