Conceptualized and produced the 2025 Spring campaign for Blank Street Coffee’s seasonal menu. With coffee and matcha drinks based on the flavors you might expect to find at a picnic—Strawberry Shortcake Matcha, Peanut Butter & Jelly Matcha, and a Wildflower Latte—our team put together a shoot concept to capture the energy of a spring picnic.
IN FOCUS New York was responsible for the campaign strategy, creative and art direction, and production of the campaign.
Blank Street is a tech-driven cafe known not just for their coffee and matcha, but their speed and affordability. With locations across the US (New York, Boston, Washington DC) and the UK (London, Manchester, Birmingham, Edinburgh), they’re quickly becoming a staple in the cafe space—especially amongst younger consumers.
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CREDIT
CREATIVE DIRECTION : Nate Cover (IN FOCUS NEW YORK)
CREATIVE PRODUCE : Ryker Allen (IN FOCUS NEW YORK)
PHOTOGRAPHY : Di-chen Chen
PHOTO ASSISTANT : Josh McCaghren
DIGITAL IMAGING TECHNICIAN : Will Wang
FOOD STYLING : Jamie Kimm
FOOD STYLING ASSISTANT : Anna Edqwist
PROP STYLING : Erica Lutz
PROP STYLING ASSISTANT : Krystin Petschek, Emma Duncan
WARDROBE STYLING : Alison Marie Isbell
WARDROBE STYLING ASSISTANT : Shannon Gorman
HAIR STYLING : John Novotny
HAIR STYLING ASSISTANT : Dylan Silvers
MAKE-UP : Yuui Vision
MAKE-UP ASSISTANT : Narumi Baba
MODEL : Chloe, Yash, Juan, Ada, Landen
CAST : Dylan MillerPulse Casting
PRODUCTION ASSISTANT : Olivia Corderi
Blank Street Coffee
CREATIVE DIRECTION : Mohammad Rabaa
ART DIRECTION : Benjamin Attwood
SOCIAL MEDIA MANAGEMENT : Eli Beristain