A compact machine with a bigger point of view

Challenge

How do you launch an affordable, versatile and compact manual coffee machine like La Specialista Arte on a global scale, without getting lost in the usual “big‑kitchen cabinet” aesthetic that dominates appliance advertising?

Idea

Instead of the classic open‑plan modern kitchen, we placed La Specialista Arte inside a funky, eclectic studio apartment, showing the machine in a real‑life, urban living environment across different times of day.

How it worked

• Developed a global creative that positioned La Specialista Arte as a stylish, everyday object of desire, not just another high‑end machine.

• Led the concept and art direction, ensuring the film, tone and styling felt consistent wherever it ran.

• Liaised closely with the Sydney team and De’Longhi’s headquarters in Italy, aligning time zones and creative direction through late‑night video conferences and a bit of Italian‑language rapport.

Craft and Outcome

• Shifted the brand’s visual language for La Specialista Arte toward a more lifestyle‑driven, character‑led approach that feels at home in small apartments as well as larger homes.

• Helped the campaign feel authentically global, with a unified creative that could be adapted for regional markets while staying on‑brand.

• This was also the first time globally that a De’Longhi coffee machine advert featured a solo female lead, reinforcing the brand’s move toward a more diverse, contemporary audience.