videography, editing, design: Abel
creative director: Charles C.
Challenging misconceptions and sparking conversation, the Let’s Be Direct digital campaign for Fairtrade America set out to reshape perceptions of Fairtrade and its label. A key piece of this campaign was a compelling three-minute video featuring interviews with two U.S. roasters, offering their firsthand perspectives on working with Fairtrade and its impact on the coffee industry.
In addition to video storytelling, the campaign was supported by a series of static graphics for sponsored ads, designed to drive engagement and maximize impressions. Through thoughtful creative, this campaign helped bring clarity and transparency to the value of Fairtrade.