Julith

The brief

Julith opened into a Dubai coffee market where good content is the baseline, not the difference. The brief was to raise that standard rather than match it, so we started before the doors opened.

How we shot it

A teaser campaign came first. Content and ads then carried the launch through the whole opening period, and the work continued as monthly content after that. We shot the café as a place as much as a menu: arched booths and a concrete staircase, a server carrying a tray down the steps, gnocchi and a latte from overhead, a layered iced matcha drink in a double-walled glass.