Introducing Compact Espresso by

OLV • OOH • SOCIAL • DIGITAL ASSETS • PHOTOGRAPHY

THE CHALLENGE

Transform KitchenAid from the iconic "mixer brand" into a top-tier global authority in premium at-home espresso.
The goal? Shift public perception through design-led, intuitive experiences to secure a top-3 market spot and build a $300M coffee category by 2030.

THE INSIGHT

Consumers crave café quality espresso without the clutter or learning curve. But today’s machines turn that aspiration into frustration, making the ritual feel more like chore and less like a treat.

THE IDEA

Create a product launch campaign where KitchenAid stops acting like an appliance manufacturer and starts building a world of effortless coffee exploration.

MY ROLE

As the project owner, I developed the overall concept and vision for the campaign. I established the overall look and feel to drive interest and excitement for our brand in a category that is filled with great options.

Along with creative vision, I designed all assets and worked with internal and external production partners to bring this full funnel campaign to life.

THE WORK

Brought to life through the entire funnel, the work set the tone for how KitchenAid shows up in the premium coffee category. No more stuffy, unattainable espresso ads.

THE RESULTS

In the first 2 quarters after the launch, the brand saw a 25% growth in the espresso maker industry.

SONIC BRANDING (NAR APPROACH)

We were given the challenge to create an OLV that stood out among the crowd. The only caveat was that we had to reuse footage from our lower funnel assets.

Not a problem! So to make it pop and create a vibe that was sure to stick, we worked with a music house to score a custom track with custom lyrics. This ran in our North American region where entertainment is preferred over education.