Maxwell house wanted to break with perception that over-the-top fancy coffee is the only way to go. The brand made a bold move to show that "Good Coffee Can Actually Be Simple" with this very first major brand campaign in the Chinese market

We crafted a tangible papercraft world to deliver the message in a humoristic, cheeky and fun way. Mr. Latte, a bold, pretentious and self-obsessed character who loves taking pictures of himself, embodies the current state of café culture; He just loves taking pictures of that foam art! 

He eventually gets what’s coming to him, being crushed by a cup of Maxwell House instant coffee.

Design Director
Carin Standford

ANIMATION Director
Carin Standford

Producer
Casper Franken

Character Design
Michael Crozier

3D Character Animation
Beata Ujj

3D Modelling
Craig Minchington

Character Rigging
Rafael Jiménez

ADDITIONAL 3D ANIMATION
Richard Payne

2D Animation
Dipankar Sengupta

Compositing
Richard Payne

Sound Design
Soundsmiths

Character Exploration
Hugo Cuellar
Kingsley Nebechi
Marija Tiurina
Justin Poulter
Cat Finnie

AGENCY
Wieden+Kennedy Shanghai