COMMERCIAL WORK
Craft: Use of Sound & Music (2023)
COMMERCIAL WORK (Craft: Use of Sound & Music)
JPEG
MP4
2m:09s
LA CABRA - LA CABRA COFFE
AMPM
Shortlist
| Title of Piece: | LA CABRA |
|---|---|
| Brand: | LA CABRA COFFE |
| Production Company: | AMPM |
| Director(s): | MARTIN RIETTI |
| Producer(s): | LUCA DOBRY |
| Agency: | AMPM |
| Client: | LA CABRA COFFE |
| Instagram Tag: | @b_d_s_______ @martinrietti @lacabracoffee @gragracias @ampm.times |
| Short Synopsis: | Early last spring, we flew to NYC with Esben Piper –La Cabra’s founder– and a small group of coffee-loving friends to discover the company's new spot in the Lower East Village. The coffee and bakery received hundreds of visitors throughout the day, with a long forming in the Manhattan cold waiting to grab the first buns emerging from Jared Sexton's oven every morning. Walking into La Cabra’s world felt exactly like we portrayed in the video. Every detail is thoroughly thought-out to fit this very specific narrative of coffee-making that La Cabra is trying to bring to the world. Esben is deeply involved in all that surrounds each coffee cup that is served in the store, and in the hundreds of homes where private subscriptors receive monthly shipments of LC’s elite coffee. The whole circular process, that starts in the high planes of a Colombian family-run farm, all the way to a playlist playing on the Danish-designed speakers of the café, is equally important for enhancing the experience of sipping the black delicacy, which becomes much more than a simple consumption, and is elevated to a ritualistic event, exhorting oneself to be really present in that moment, to feel all that this coffee cup is made of. It is a philosophy of life that I feel very connected to, as were all the collaborators of this film. Design, music, architecture, fashion, tradition and innovation, even politics and weed (which had just been legalized in NYC that week), all these topics were arrived at, stemming from conversations about coffee. This is the PRELUDE. The first chapter of an in-the-making series taking us through the world of sustainable coffee-making across the continents. A new culture of care and craft is emerging, and it has perhaps discovered in coffee a great circuit to thrive through. |
