mad coffee drinks & product photography

THE BRIEF

MAD Coffee came to me through agency partner Everything Bagel with a clear directive: build a visual library that could anchor the brand's digital presence across ecommerce, social, and paid media simultaneously. Not a single hero image. A system of stills, motion clips, and composite work that would hold together across platforms and give the brand's marketing team sustained content to deploy.

The creative vision was premium and precise: cold, clean, and intentionally stripped of the warmth that dominates most coffee branding. This is a product engineered for performance, and the imagery needed to reflect that.

THE PLAN

This was a full agency-led production. Everything Bagel assembled the creative team, with drinks stylist Charlotte Omnes and prop stylist Kristina Mulyk building environments that emphasized clarity and restraint. Studio coordination and prop styling were handled on my end; the broader crew and creative framework came from the agency.

The green screen composite work, handled in post by CGI artist Christoph Strohfeld, placed the product itself into Icelandic landscape backdrops for packaging use: the instant coffee dissolving into ice water, or resting beside a glass, with nothing to distract from the product and its environment.

Motion was captured in-session alongside stills: dissolves, pours, cold water sequences, sized and formatted for social and digital use.

THE RESULTS

MAD Coffee left the shoot with a cohesive visual system: product stills for ecommerce, lifestyle and talent imagery for digital and social, motion clips for platform-native content, and composite work that extended the brand into aspirational contexts. One production window. Multiple deliverable categories. A brand library they could actually use.