Created by Cossette, the campaign includes a spot seen here, in which an employee gives his commentary on making a cappucino in film-noir style ("I wanted to express an understated bliss, foreshadowing the role of...the cappucino"). Another ad sees a perky barista explain how she made French vanilla lattes for a dating couple, in the style of a director describing her latest romantic comedy.
The spots end with the words "Really into coffee and film." They will run on YouTube as long-form content and pre-roll, while shorter versions of the filmic scenes will be featured on Facebook and Instagram for the duration of the festival, until September 17. The director was Taso Alexander at Skin & Bones.