Case Study
Joshua Tree Coffee
As Joshua Tree Coffee expanded beyond a single desert shop, they needed to enter the digital advertising space. They wanted a commercial that captured their distinctive story—hand-roasted organic beans, the rugged isolation of the Mojave Desert, and a tight-knit community rooted in authenticity. The challenge: translate the essence of a small-batch desert roastery into digital-first content that scaled with the brand.
The Ask
I crafted a narrative around a barista hauling raw coffee beans through Joshua Tree National Park, arriving at the shop to begin the roasting process—telling their origin story from an unconventional, place-based angle. After the success of that flagship piece, I expanded into a full content system: additional commercials, animations, photography, and video for organic social, paid advertising, and DTC, all centered on product launches and seasonal campaigns.
The Solution
Client
Joshua Tree Coffee Company
Role
Director, Photographer, Creative Director
Scope
Commercial Direction, Content Strategy, Video Production, Animation, Photography, Paid & Organic Advertising, DTC Creative
Team
Marketing Lead
“The Barista”
We follow a lone figure moving through the expansive Joshua Tree desert—raw coffee beans in hand, the landscape vast and unforgiving around him. His journey becomes the brand's story: the isolation, the expertise, the deliberate craft required to roast exceptional coffee in the middle of nowhere. By the time he arrives at Joshua Tree Coffee, we understand that this isn't just a product—it's a commitment to place, quality, and an uncompromising vision of what coffee can be.
Treatment - “The Barista”
“Weekend getaway”
Following the success of the first two videos, I collaborated with Joshua Tree Coffee on a variety of holiday and product-focused Paid and organic content. Below are some highlights.
Impact & Results
The content system established a strong digital foundation that supported Joshua Tree Coffee's expansion into major retail partnerships with Erewhon and Whole Foods. By combining authentic storytelling with strategic digital presence, the brand successfully scaled distribution into larger markets while growing their national DTC audience.