Behind the Scenes: Starbucks 25th Anniversary

When Starbucks approached us to create a teaser for their 25th anniversary in Hong Kong, the brief was clear: celebrate the past, look to the future. The challenge? Do it in 30 seconds.

Thirty seconds sounds like nothing. But in advertising, 30 seconds is an eternity if you use it right — and a blink if you waste it. Our approach was to strip everything back to emotion. No voiceover. No text overlays until the final card. Just pure visual storytelling set to a carefully curated score.

We spent three days scouting locations across Hong Kong — from the original Starbucks on Exchange Square to the newest Reserve store in K11. We needed spots that felt iconic but not obvious. Familiar but fresh.

The shoot itself was a single day. Two cameras, natural light where possible, a small crew that moved fast. We shot baristas, customers, quiet morning moments, and the rush of afternoon peak — all through a slightly warm, nostalgic lens that nods to the brand's heritage without feeling dated.

In the edit, we worked with a 4:3 aspect ratio for the nostalgic segments, transitioning to 16:9 for the contemporary shots — a subtle visual cue that most viewers feel rather than notice. The colour grade walked a tightrope between warm nostalgia and clean modernity.

The final film was delivered in 30-second, 15-second, and 6-second cutdowns for social, plus a 60-second extended version for in-store digital screens. Total turnaround from brief to delivery: 18 days.

Sometimes the best work comes from the tightest constraints.