Roast Republic
Make a coffee subscription look worth the price2.3× click-through vs. old ads
- Service
- AI Video Ads
- Industry
- D2C
- Timeline
- 2 weeks
- Year
- 2024
01Brief
A specialty coffee brand selling monthly subscriptions online. Their ads showed bags of coffee — and nobody clicked.
02Challenge
Coffee bags all look the same. The product only comes alive in the cup.
03Approach
01 · Creative direction
Start in the cup: the pour, the crema, the first sip — then the bag.
02 · Style
Dark, rich, slow-motion pours with one line about the origin.
03 · Why this
People subscribe to a ritual, not a bag. Showing the morning sells the month.
- 6 ad reels
- Subscription offer cuts
- Static carousel
04Final output
Reel · 9:16 · press play for sound
05Results
2.3×
Click-through vs. old ads
−38%
Cost per subscriber
1,240
New subscribers
06Behind the scenes
01Moodboard
References for light, colour and pace — agreed before anything is generated.
prompt › dark
02AI frame pass
Frames generated from a written prompt, then picked and refined shot by shot.
03Final grade
Colour, type, sound and cut-downs for every placement.
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