Case study · Art direction · independent concept · AI
Oromatcha: the “From volcano to cup” campaign concept
Personal project, not affiliated with the brand
An independent art direction concept for Oromatcha matcha: the journey from the volcanic soil of Kagoshima to the cup and a campaign of 9 AI frames.
In short
- Brand
- Oromatcha, matcha from Kagoshima. Personal project, not affiliated with the brand.
- Goal
- Show the matcha so the image says where it comes from. In this category almost every account shows green powder, a whisk and a latte from above.
- Idea
- “From volcano to cup”. The matcha grows in volcanic soil, so at every stage it looks like a volcano.
- My role
- Brand research, concept, art direction, AI frames, tin check.
- Result
- 9 frames in 4:5 as an Instagram grid, with the tin in every other square.
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Start
A tin of matcha
Show Oromatcha matcha so that the image tells you where it comes from. In this category almost every account shows the same thing: green powder, a bamboo whisk and a latte from above.
Not affiliated with Oromatcha.
01 · What I turned down
A frame that did not make it
02 · The decision
Matcha that looks like a volcano
Oromatcha matcha comes from Kagoshima Prefecture on Kyushu, from volcanic soil. I took that fact and built a series from it: a volcano over water, dark soil in cupped hands, and then matcha that looks like a volcano at every step. Powder heaped into a cone next to the tin, a green cloud under the sieve, a stream from the stone mill.
03 · Selection
The tin as it is in the shop
In two frames the tin came out too slim, so I corrected it. It had to keep the proportions of the original, not look like an egg.
04 · What I did
Role
- Brand research
- concept
- art direction
- AI frames
- checking the tin
Material
AI frames made from product photos. The tin keeps the proportions of the original; in two frames it came out too slim, so I corrected it. One rule for the whole series: warm limestone, black basalt, the white of the tin and the green of matcha.
Formats
9 frames in 4:5 arranged as an Instagram grid, with the tin on every other tile: volcano at dawn, tin and a cone of matcha, soil with tea shoots, sifting into a bowl, stone mill, matcha poured into iced milk, bushes under shade netting, bowl and whisk to close, matcha and milk swirl.
05 · Palette (from the project images)
Colours
06 · Visuals
Frames
See also
- AI product photosPackshot and AI campaign for an online shop.
- This project on the home pageThe full portfolio with the rest of my work.
Have a similar product?
Write a few sentences: the brand and product, what content you need, where it will run and by when. I quote after a short description of the project and reply within 24 h.