Grounds for a Brewing Revolution: Spy Films' Omri Cohen on Blending Creativity with Sustainability
The simple act of boiling water takes centre stage in this cinematic ode to a comforting cup of Nescafé. We see how coffee lovers come in all shapes and sizes - from stealing a quiet moment alone to recharge to socialising with family, friends, and lovers over a warming mug of the good stuff. Encapsulating the whole gamut of bean-brewing rituals from around the world, director Omri Cohen’s vision plays out on screen in a nostalgia-inducing 35mm film.
Produced by Spy Films, with Omri at the helm, this campaign is the third iteration of what has become a winning collaborative effort. Following the success of their two preceding films - ‘Jars’ and ‘How The World Says Coffee’ - the teams reunited in the name of sustainability. Sharing a clear understanding of Nescafé’s brand objectives and the ethical mission at the heart of this campaign, Omri hits all the right notes, crafting what is both an impactful commercial and relatable cinematic storytelling.
LBB’s April Summers was excited to sit down with the director to discuss how his previous collaborations with Nescafé and Courage helped inform this most recent filmmaking experience.
LBB> What kind of ideas first came to you after receiving the brief? How closely do they resemble the finished spot?
Omri> When I first received this brief it was very clear in my mind. In this film, the kettle is the centre of the universe. I envisioned this as a beautiful art film made of still life moments in kitchens around the world. I could see all the details, the bubbles and steam and all the tiny little details that make each moment come to life.
LBB> There is a very ethical message at the heart of this campaign – in what ways did this message influence your approach when creating the treatment?
Omri> This film is about sustainability so my approach was to first and foremost clearly convey this idea that Nescafé not only tastes best at 80 degrees but, when you stop heating water at 80 degrees instead of 100, it collectively saves energy. My goal was to make a film that teaches this simple behaviour. I also used little details in the behaviour of the cast and the types of energy they use to reinforce the idea.
LBB> In what ways did your previous experiences with Nescafé inform your approach to this project?
Omri> Our first two films for Nescafé had an overwhelmingly positive response. The sustainability message of ‘Jars’ had a positive impact and ‘How The World Says Coffee’ was a really iconic approach to showing how universal coffee is through individual coffee making morning rituals from around the world. I wanted to take the best of these films and create something iconic yet intimate and personal, visually elevating the brand to the next level.
LBB> What is it you like most about shooting on film? Does it influence the creative process in any way?
Omri> I love film – it influences every aspect of the process. When you shoot on film it’s like capturing the actual chemistry in a scene. Everyone involved was very keen to shoot film again because of the magic results we had in the first round. EP Marcus Trulli at Spy pushed hard for it through the bidding process. Our partners at Courage understood the value for the brand and made it happen. My DP Adam Richards was ready in every way to make beautiful imagery on Kodak 35mm.
LBB> How would you summarise the collaborative process between Spy, the agency and the brand?
LBB> This is the most beautiful example of collaboration and cooperation I’ve ever experienced in advertising. Everyone was on the same team. Creatively, I was supported and trusted in every aspect from casting to art direction to locations. We were all on the same page working toward the same goal. There were no notes after we presented the first edit to the client and I see that as perfect synergy. So grateful for the experience.
LBB> What was your reaction to the final cut? Do you have a favourite shot or moment from the film?
I love the kiss.
LBB> What are you most proud of about working on this project?
LBB> I’m really proud of this one. We had a lot of success with our first round of Nescafé for Courage. It was the agency’s first project and it brought everyone involved a lot of success and recognition. My goal for the second round was to top what we made the first time visually and conceptually and elevate everything to the next level for the brand. I’m proud because we all felt like we achieved our goal.
