Shot Coffee is a local cafe in Karachi that started with one location and has grown to over three cafes across the sixth-largest city in the world. They had built a following of over 9,000 on Instagram, but almost all of it came from influencer collaborations and user-generated content.

The content was working in terms of numbers, but Shot Coffee didn't have its own voice on the platform. Everything was either someone else's content or someone else's audience, bringing people in. They needed content that was distinctly theirs.

They came to us with three things they wanted to showcase: their upcoming drinks for the summer heat, their cafe atmosphere, and content that could ride current trends for extra reach.

We created a content mix that balanced all three.

For the drinks and cafe content, we focused on making the product look as good as it tastes, visuals that felt premium but still approachable for a local cafe audience.

For trends, we created a reel on a then-trending audio that put Shot Coffee in the conversation without feeling forced.

The standout piece was a photorealistic CGI animation, a Shot Coffee cup breaking out of a screen and landing on the road. At the time, CGI content was trending on Instagram, and this fit right into that moment while keeping the brand front and centre.

My primary role was content strategy and creative direction, contributing to the moodboard, coordinating between the team, and managing the editor to ensure the work got delivered to standard and on time.

Ciao.