Erik de Koning creates coffee films with sense-triggering set designs

the briefing

To create three hero coffee films where carefully art-directed sets would represent the experience and reasons behind drinking coffee. The films called for a blend between film techniques and set design where art direction took the lead. Using different lighting techniques, camera moves and unique sense-triggering set designs, the films express visually what drives people to drink coffee: wether it’s to kick-start your day, to recharge or unwind, L’OR has the perfect blend to match and satisfy the experience.

To kick off, our directors Kristy Snell and Erik de Koning combined their minds to create the perfect treatment for a dream brief. De Koning, who directed these films, met the challenge as he delved into the world of conceptual art, colour theory, and set design creating coffee films that showcase different moods and emotions (not to mention gorgeous coffee shots!)

the approach

The L’OR coffee campaign focused on three Need States: Start up & Energise, Stay alert & Focus, and An enjoyable treat. These conceptual states were then expressed through set design, lighting and movement. Specific colours, shapes, lighting and textures were used to represent these abstract states in a tangible manner.

In the ‘Start up and energise’ coffee film, the lighting was designed to gradually illuminate the set to literally and metaphorically express the feeling of waking up. Shots were designed with a left-to-right movement, either the light, the camera, or an object moved. This created a match-on action that gave the shots a feeling of constant movement — linking the shots to the need state.

‘Stay alert & focus’ was expressed through sharp edges and geometrical shapes. The shots were designed to have angular and geometrical movements: diagonal, straight, up, and down — expressing strength and achievement. Using a hard light source the film showcases defined shadows with pings of light that became part of the set design. Furthermore the cold tones in the set were offset with gold accents, not only was this a nod to the L’OR branding, but also a cue to quality.

‘An enjoyable treat’ was all about treating yourself. In this film, moments where objects or actions were revealed slowly to the viewer gave a sense of anticipation and then met with reward. In the opening shot, a wavy sheet of plexiglass slowly slides out of frame to reveal a prop or taste cue. Not only did this give a dreamy feel to the film, but the hazy form behind the plexiglass suddenly becomes clear — a sense of reward or a treat is metaphorically expressed.

The hero films were then adapted into 180 different assets for digital and online communication. So you can imagine how much coffee was drunk in order to meet the delivery date! But, we’re not complaining it was a beautiful project that came our way!

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