Creative concepting and production for the 2025 Summer campaign for Blank Street Coffee’s seasonal menu. For a summer menu crafted around classic ice cream flavors like cookies and cream, pistachio, and rocky road, our team drew inspiration from fashion and youth culture to craft a campaign that insists “coffee and matcha are the new ‘it’ accessory.”
IN FOCUS New York was responsible for the campaign strategy, creative and art direction, and still and motion production.
Blank Street is a tech-driven cafe known not just for their coffee and matcha, but their speed and affordability. With locations across the US (New York, Boston, Washington DC) and the UK (London, Manchester, Birmingham, Edinburgh), they’re quickly becoming a staple in the cafe space—especially amongst younger consumers.
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CREDIT
CREATIVE DIRECTION : Nate Cover (IN FOCUS NEW YORK)
CREATIVE PRODUCE : Ryker Allen (IN FOCUS NEW YORK)
PHOTOGRAPHY : Matthew Xavier Praley
PHOTO ASSISTANT : Amina Gingold
DIGITAL IMAGING TECHNICIAN : Will Wang
FOOD STYLING : Jamie Kimm
FOOD STYLING ASSISTANT : Anna Edqwist
PROP STYLING : Erica Lutz
PROP STYLING ASSISTANT : Andie Rapavy
WARDROBE STYLING : Big Ash
WARDROBE STYLING ASSISTANT : Jackson Prus
HAIR STYLING : John Novotny
HAIR STYLING ASSISTANT : Dylan Silvers
MAKE-UP : Grey Hoffman
MAKE-UP ASSISTANT : Sofia Leilani
MODEL : Leif, Sera, Adol, Kailani
CAST : Dylan Miller, Pulse Casting
PRODUCTION ASSISTANT : Olivia Corderi
Blank Street Coffee
CREATIVE DIRECTION : Mohammad Rabaa
ART DIRECTION : Wake Coulter
BRAND DESIGN : Jessica Liebers