This coffee commercial was entirely shot in my apartment with no budget but a lot of creativity. I had to be very resourceful and creative with the limited space and time I had turning my small kitchen into the right set for my commercial. I first came up with shot ideas and I then storyboarded the video.

Coffee made with a moka pot is such a beautiful Italian tradition. It’s an act of care for yourself and the others and a moment in which you’re fully present. The act itself of making the coffee is very visually appealing and it can become the perfect story for a short film.

The concept behind this commercial is that coffee is an urge first thing in the morning. So as soon as we wake up we start a survival rush that leads to our coffee. Everything is in black and white because we’re not really awake yet and our day isn’t officially started without our cup of hot coffee.

It becomes an upbeat ballet choreography in which the pace of the music dictates the rhythm of the actions.