STARBUCKS pop-up parties

Role: Design + Art Direction
with Hillary Tandrow + Helena Öhman

Insight

Starbucks wanted to re-engage its community after the holiday rush with a campaign that felt celebratory, inclusive, and distinctly not tied to any one holiday. The goal was to create a festive moment that welcomed everyone back into the store, without relying on the typical trappings of holiday branding.

Idea

We launched free nationwide coffee parties that gave customers a joyful reason to reconnect in the new year. The concept paired Starbucks’ welcoming tone with a holiday-agnostic celebration, focusing on togetherness, brightness, and small shared moments.

Execution

I led the design and art direction across the microsite, social content, set styling, and campaign visuals. Drawing from New Year’s themes like confetti, disco balls, and balloons, I built a celebratory but inclusive visual system. I also created detailed illustrated storyboards to align production teams and guide the creative direction. On set, I collaborated closely with talent, photographers, stylists, and Starbucks stakeholders to ensure brand integrity and visual excellence at every touchpoint.

Outcome

The campaign created a warm, upbeat return to community that felt uniquely Starbucks. It elevated a simple giveaway into a meaningful brand experience, reinforcing Starbucks’ role as a gathering space while standing apart from more traditional holiday campaigns. The celebratory, stylized aesthetic laid the groundwork for future festive-but-flexible activations.

Press and Mentions: USA Today, CBS, Elite Daily, People, Today Show, Starbucks Stories