STARBUCKS AT HOME
A global brand doesn't need one campaign.
It needs a creative system that keeps working every day.
Agency: MRM McCann, Madrid / Creative Director: Álvaro Ramos
Role: TVC / 360º Advertisement / Layout / Concepting / Design / Social Media / Storyboarding
How do you keep an iconic global brand relevant
in people’s everyday lives?
For over four years, I helped lead the global creative platform for Starbucks At Home across 30+ markets, building a flexible creative system that could support everything from product launches and brand campaigns to always-on content and digital experiences.
THE FOUNDATION
Building the creative platform that brought the Starbucks experience home.
NEW PRODUCT LAUNCHES
Introducing new products designed for everyday rituals.
STARBUCKS
Blond Espresso Roast Decaf
Coffee Craft Liquid Concentrates
A launch without compromise.
Decaf often comes with low expectations. Our job was to present it as a premium coffee experience that deserved the same attention and desire as any other Starbucks blend.
Starbucks “Let the Season Flavours In” Campaign.
Selling a feeling, not a flavour.
Pumpkin Spice Latte isn't just a drink, it's a yearly ritual. We created assets that helped people recognise that moment before they even took the first sip.
STARBUCKS
Launching an entirely new coffee ritual.
Introducing Starbucks Coffee Craft meant teaching people a different way to enjoy coffee at home. From launch films to social content, we built a campaign that made a new product feel instantly familiar.
Pumpkin Spice Latte
STARBUCKS
BEYOND THE CUP
Creating campaigns that made people fall in love with the brand beyond the café.
Making premium coffee feel effortless.
A simple product truth became the campaign idea: café-quality coffee, ready whenever you want it, without leaving home.
Showing the brand beyond the cup.
A campaign designed to remind people that Starbucks At Home isn't just coffee, it's part of everyday moments worth celebrating.
I Do More Than Coffee
STARBUCKS
Irresistible Americanos At Your Fingertips
STARBUCKS
MAKING GREAT COFFEE SIMPLE
Helping people brew barista-quality coffee with confidence.
Everyday moments deserve great coffee.
A lifestyle-driven campaign celebrating the small rituals that make Starbucks At Home part of people's daily lives.
Making a new product feel effortless.
A series of simple recipe tutorials designed to build confidence, inspire experimentation and help people get more from every bottle.
Your Starbucks Coffee Moves At Home
STARBUCKS
Coffee Craft “How To Video”
STARBUCKS
ALWAYS-ON CONTENT
From global campaigns to everyday content, every piece was designed to make Starbucks At Home feel consistent wherever people experienced the brand.
