The brief was to create a TVC for Kapal Api's new Product, the 3-in-1 Instant Java Latte Coffee. After many rounds of proposal of different angle and execution style on how to promote this coffee (from serious to funny, manifesto style to slapstick), we decided to go with 'Strong coffee that keeps you awake' as the theme, which is what Kapal Api brand is essentially known for, Strong Coffee (KAW, in Malaysian term).
Proposed product-oriented Key Visual.
The client asked us to maintain the 'cafe' look from the packaging but it needs to look premiu, at the same time.
