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.

My Role

Creative Director, working alongside an ECD on the hero creative. I also led a team of 4 designers across the campaign's broader retail and POS rollout.

Craft

The key visual is a single kitchen split three ways: one talent, shot across morning, afternoon and night, with lighting, wardrobe and hair shifting to mark each time of day within the one compiled image.

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.

• The creative held together as a genuinely global campaign, adaptable to 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.