SF SUMMER MENU 2025 CAMPAIGN

A campaign rooted in storytelling to highlight our seasonal menu. My first seasonal menu for Excelsior Coffee.

The first ever seasonal menu for Excelsior Coffee. I wanted to create a menu that would motivate customers to visit our storefront for this limited time offering. This menu springboarded from our support of Blue Paws Dog Denim for their SF popup.

I provided Creative Direction on this campaign, and led our brand team to create the assets to bring this vision to life. Given that San Francisco summers are known to be on the later side, we dubbed it “SF Summer Menu”, running from August-October when the heat is truly on in SF.

Car Ads

At the heart of Excelsior Coffee is the crossover between the automotive world and coffee, fueling up lovers of hot and cold beverages alike. I developed our “Car Ad” style of advertising to pay homage to the classic magazine style car advertisements of decades past. Blending together the world of design, product photography and creative copy, we highlight each seasonal offering through a fresh perspective.

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Video Advertisements

Excelsior Coffee’s first time highlighting a specific menu item, through it’s own video advertisement. I conceptualized, shot and directed these videos to highlight the different seasonal offerings. Written, directed and edited by yours truly, each with it’s own varying approach to storytelling.

The bus stop is our lifeline to the City, right outside our storefront. Highlighted San Francisco daily lifestyle and the summer weather.

An ode to the performative man of 2025 and beyond.

Blue Paws Popup

Teamed up with our friends at Blue Paws Dog Denim to support their first San Francisco popup with our mobile coffee rig. We developed this menu, which later springboarded into the SF Summer Menu 2025.

The special menu item available only at the pop-up was the "Doja’s Delight” a Vanilla Fig Matcha with Blue milk! Assets below designed by Kevin Wong for Blue Paws.