Casting
& Directing
The script was long—so the acting had to be top-notch. I personally handled the casting, hunting down the perfect lead and supporting characters.
On shoot days, I was there, making sure every line hit just right.
The Claim
It's not magic, it's training
What looks like magic is actually skill, experience,
and dedication. Making great coffee isn’t an illusion—
it’s a craft. And that’s what the Training Center is all about.
From the first concept to the final cut, this is how we transformed a complex brief into a dynamic, engaging story.
The Magic Trick
The solution: let our hero be the magician—bringing to life everything the client wanted to showcase through clever visual effects.
But then came the next challenge. The client said:
"Okay, but coffee isn’t made by magic."
Exactly! And that’s where the real message came in.
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How to Fit Everything Into One Video
(Without Making It Boring)
When creating the Training Center video for Lavazza,
the challenge was clear: the client wanted everything in it.
✔ Every country the Training Center operates in
✔ Every room in the facility
✔ Every partnership, coffee cocktail, book, and innovation
✔ And, of course, a message that speaks to everyone—baristas, chefs, journalists… your granny.
How do you include all that without overwhelming the viewer?
Where do you think you're going?
Go back.
