Brief Explanation

The film follows three professional baristas from the region in a blind taste test of white coffee, focusing on protagonist Ding Jia, a native Shanghainese barista who has owned and operated a popular café for five years. Faced with three seemingly ubiquitous cups of white coffee, Ding Jai and her counterparts unanimously choose Super Charcoal Roasted White Coffee (CRWC). In their own words, all three baristas comment on the smooth, creamy, and full-bodied flavour of Super CRWC. Leveraging tests done with coffee specialists, the film builds the credibility of Super CRWC, establishing it as the go-to choice among coffee culture experts.

Execution

This film aims to break down the perceived dialectical tension between the convenience and quality of instant white coffee. The linear narrative is simple to remain accessible: professional baristas, not actors, unanimously endorse Super CRWC during a blind taste test. Their expertise is leveraged to elevate instant coffee to artisanal quality, suggesting convenience need not compromise taste. Beyond mere taste, the film is crafted around a coveted ‘slow’ lifestyle. To achieve this, we chose to centre the film on Ding Jia as she epitomizes the archetypal girl-next-door, a sweet and pleasant barista whom audiences can trust. She embodies an enviously simple life in a hectic, cosmopolitan world: choosing to cycle in a busy city, dedicate time to her craft, laugh with colleagues, and passionately serve customers. Her endorsement of the product therefore roots the brand in an alternative lifestyle dedicated to craft and enjoying life’s simple pleasures.