Nescafé Xpress was the leader in the iced coffee category, but the ambition was bigger than defending that position. The brand wanted to grow its share in the broader cold beverage market by making Xpress more visible in out-of-home consumption moments. The campaign already had a strong celebrity-led TVC and a national promotion. What it needed was a social layer that could make the idea feel more native, more participatory and closer to the young audience already driving the category.

The strategic move was to shift the campaign from celebrity visibility to creator relevance.

Young people were already the core Xpress audience, quick to try new flavours and open to playful, format-led content. Instead of simply adapting the TVC to social, we used its most recognisable mechanic "transforming into another world" as a creator tool.

We built the entire creative concept around a single, universal human action: opening the fridge door. Instead of treating the fridge as an appliance, we reframed it as a portal. The moment the Gen-Z-relevant influencers pull the door open, the real world shatters—instantly pulling the viewer into an entirely different, hyper-visual universe loaded with premium, exclusive prizes.

We directed the entire creative process from script to screen. We curated the art direction, led the shoot and engineered the high-impact pacing required to stop users from scrolling past. By merging crisp cinematography with sharp, fast-edited transitions, we transformed a commercial product launch into a cinematic, gamified social experience built for maximum conversion.