The Challenge In Australia’s coffee-obsessed culture, sales of hot coffee drop sharply in summer as consumers look for cold alternatives. However, iced coffee wasn’t top-of-mind, and McCafé faced an additional perception hurdle: many didn’t believe their iced coffees were made with real, freshly ground beans or by trained baristas. The Insight While Australians craved their daily coffee ritual, the idea of a hot drink in summer was unappealing. By showcasing iced coffee as an equally satisfying, barista-made experience—with all the craft and quality of a café flat white—we could shift perceptions and keep McCafé part of consumers’ daily habits, even in the heat. The Approach As director, my goal was to bring this strategy to life through visually rich storytelling that balanced product beauty with human connection. We combined premium macro food photography—highlighting condensation, swirling espresso, and crystalline ice—with crafted, intimate barista moments that showcased care and quality. Every shot was designed to evoke the sensory appeal of a cold, refreshing coffee on a sweltering summer day. Despite facing weather challenges during production (including filming in heavy rain), we recreated the feeling of sun-drenched heat through lighting design and set styling—ensuring the final films delivered the right seasonal mood. The result was a series of TVCs and digital assets that elevated McCafé Iced Coffee, making it feel aspirational, authentic, and essential for summer.