Time to Savour

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Time to Savour ~

CAMPAIGN

A new quiet ritual within Ramadan

BRAND

Nespresso

YEAR

2019

ROLE

Associate Creative Director

CHALLENGE

Ramadan is traditionally associated with tea during Iftar gatherings — not coffee. Nespresso saw an opportunity to introduce a new ritual, positioning coffee as a complementary moment within family connection and self-reflection. The brief required a lower-budget campaign with global scalability across 13 countries, while avoiding a culturally narrow or region-specific portrayal. The challenge was to create something deeply respectful and locally relevant — yet universally resonant.

APPROACH

We introduced Time to Savour — a concept rooted not in product, but in pause. Ramadan is a month of devotion, gratitude and togetherness; coffee became a quiet companion to those moments rather than the centre of attention.

To ensure cultural inclusivity across regions, the hero film was crafted with intention: silhouettes over faces, gestures over dialogue, atmosphere over geography. This allowed the story to travel seamlessly across markets while maintaining emotional depth. The campaign celebrated flavour and craft, but always in service of something greater — time for reflection, connection and appreciation.

The ecosystem

A fully integrated 360º campaign spanning hero film, retail activations, packaging and web — deployed across 13 countries. To ensure cultural authenticity, we collaborated with a regional calligrapher, embedding handcrafted typography into the visual identity. I led the creative from pitch through execution, and personally designing the packaging and visual system.

Impact

  • Successfully rolled out across 13 markets with a unified yet culturally adaptable system

  • Positioned Nespresso within Ramadan rituals without displacing tradition

  • Elevated packaging and retail presence through bespoke calligraphy and a cohesive visual identity

  • Demonstrated that thoughtful cultural storytelling can scale across diverse regions

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