How about coffee first...

is a 30-second journey into the transformative power of a simple morning ritual. This commercial introduces viewers to a young woman, embodying both fatigue and frustration, who finds herself on the brink of an emotional outburst. But as she takes a sip of Café Hansa Villa Rica coffee, the scene shifts—revealing the miraculous change a cup of coffee can bring. It's a story of renewal, suggesting that our most challenging moments can lead to beautiful beginnings.

About the commercial

Inspired by the ethos of Café Hansa Villa Rica and a response to clichéd narratives, this commercial stands as a testament to women’s resilience and the profound impact of empathy. Shot in stunning 8K resolution using RED cameras and LOMO lenses, the same technology used in major film productions, it redefines beauty standards in commercials. It’s a narrative that combines the weariness of early mornings with a message of empowerment and transformation. This advertisement was shot with the famous actresses Eva-Marie Straeten, Fenja Gerhardter, and the actor Steffen Böye.

Behind the scenes

Creating „How about coffee first!“ was a feat of precision and artistic collaboration. Filmed in the prestigious dressing rooms of Bayer Leverkusen, the production faced the challenge of encapsulating a deep, multifaceted story within a tight 30-second window. The commitment to using groundbreaking 8K technology not only amplified the visual experience but also underscored the commercial's innovative spirit.

Phil Ramcke

For me, „How about coffee first!“ is more than a commercial—it's an exploration of raw, human emotions and the small miracles that can reshape our day. It reflects a belief in the power of empathy and understanding, aiming to shift perceptions about our emotional lives. This project is a visual representation of the idea that emotions are not our enemies but our guides to a more authentic self.