Grounded in New England Campaign (2025)
Boston, North Station Takeover
The Challenge:
New England Coffee, a brand steeped in over a century of tradition since 1916, wanted to celebrate its deep New England roots while resonating with a new generation of coffee drinkers. The challenge lay in balancing authenticity with modernity—refreshing the brand’s voice and visual identity without losing the warmth, craftsmanship, and regional pride that define its legacy. It needed to feel contemporary and relevant, yet still evoke the familiarity and heritage longtime customers cherish.
The Solution:
We brought imaginative coffee bean worlds to life—lighthouses, cabins, and other New England icons built entirely from beans—through AI concepts and handcrafted sets by Black Math. Under the creative direction of Bobby Pfeiffenberger and Ken Matsubara, I helped extend the campaign across digital and physical media, including billboards, bus wraps, social assets, and a full North Station takeover. A 30-second spot featuring real workers tied it all together, resulting in a modern, playful campaign rooted in heritage and unmistakably New England.
Transportation & Bus Shelter Takeover Throughout Boston, MA
Multiple Billboards Throughout Boston, MA &
Tampa, FL
Digital Banners & Display, Meta Ads, and Social
Animated Meta Videos by Black Math
“Now You See Me” Campaign :30 second video
Creative Team
Executive Creative Director: Ken Matsubara
Production: Barry Wolford
Creative Director: Bobby Pfeiffenberger
Copywriter: Chloe Collins
Agency Partner: Blackmath
My Role
Under the creative direction of Bobby, I helped bring
the Grounded in New England campaign to life from concept to final production. I used AI to prototype early layout ideas before the final “bean scene” sets — produced by Black Math — were created. Once finalized, I executed all layout and production design, creating 30+ digital and print assets across New England, including billboards and the North
Station takeover.