Content Direction · Multi-Format Campaigns · Interactive Social Concepts
Content direction for two Jacobs Coffee campaigns in Georgia, combining seasonal New Year animation with a playful coffee-mood series and an interactive Instagram filter.
Client:
Jacobs Georgia
Coffee marketing in social feeds easily defaults to interchangeable morning cup photography. Across two separate briefs for Jacobs Georgia, a winter holiday campaign and a behavioural mood campaign, each initiative needed an immediately recognisable hook.
As content team head, I guided concept development with the creative team and oversaw copywriting, illustration and motion execution across static feed placements, the New Year animation and the interactive Instagram filter concept.
Instead of focusing solely on product attributes, we looked at two moments when people reach for coffee: the emotional contrast before and after the first morning cup, and the warmth of gathering during the New Year holidays.
Each concept was matched to a native social format: the mood series used expressive character illustrations and an interactive Instagram filter for user participation, while the New Year campaign paired illustrated cards with the animated Jacobs Georgia New Year Video.
Together, the two initiatives demonstrated how a global FMCG brand can stay locally expressive in Georgia by combining disciplined brand-green art direction with playful behavioural insights and motion storytelling.
The nine visuals and animated film above bring together two distinct briefs developed with the content team for Jacobs Coffee in Georgia.
Combined Jacobs' signature deep green palette with festive character illustration and the custom Jacobs Georgia New Year Video, turning the holiday coffee ritual into a shared seasonal story.
Built a relatable humorous series around how a first cup of Jacobs transforms morning moods, extending the static graphics into an interactive Instagram filter that followers could use in their own stories.
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