As Maison Camus set about unveiling their new custom-blended coffee line, they tapped us to develop a branding and advertising campaign that would launch the new product globally. As they put it, “In a new world, seemingly deluged with coffee choices, we needed to find a strategic and innovative partner to reinforce and build upon the most important tenets of our brand.” We were charged with creating a campaign that built on the equity of the CAMUS name while establishing the coffee as distinct from their upmarket cognacs. We needed to clearly outline what distinguished their coffee in a competitive market, develop new visuals on a limited budget, and ensure that the work would (literally) translate globally across diverse markets and cultures. What we delivered was a premium editorial campaign on a very tight budget that met all the client’s stipulations and looked good to boot. New visuals helped create excitement and gain sell through in Asia markets.