The creative process for the Netflix Cup activation was rooted in strategic brand storytelling—tasked with translating the unexpected crossover of Drive to Survive and Full Swing into a cohesive, high-impact experience that aligned with Nespresso’s sleek, premium identity. We began with a deep exploration of the event’s cultural context, identifying creative parallels between the adrenaline of motorsport and the precision of golf. This intersection informed our conceptual framework, allowing us to build moodboards and directional concepts that blended dynamic energy with elevated refinement—leveraging visual cues from racetracks, putting greens, and luxury hospitality environments to shape a unified design language. The goal was not only to reflect the spirit of the event, but also to position Nespresso as a modern lifestyle brand capable of creating standout moments within culturally relevant spaces.

With this foundation, I developed 2D renders for both the hero coffee bar and a mobile golf cart bar—each strategically designed to optimize guest flow, maximize branding visibility, and invite tactile interaction. Every design detail—from the materials and signage to the orientation of the machines—was carefully selected to enhance the user experience while reinforcing Nespresso’s global visual standards. The builds were intentionally designed to be photogenic, shareable, and immersive, ensuring that Nespresso’s physical presence resonated both in-person and across digital channels. Weekly check-ins with Nespresso’s cross-functional teams ensured alignment across creative, marketing, and production, allowing for real-time problem-solving and efficient approvals.

Once the concepts were greenlit, I partnered with a production company to manage fabrication and on-site installation—overseeing execution to maintain design integrity and make critical adjustments during setup. The strategic outcome was more than a branded environment—it was an interactive, emotionally engaging experience that elevated Nespresso’s presence at one of Netflix’s most buzzworthy events, successfully merging storytelling, design, and brand strategy in a memorable and culturally attuned activation.