Concept work, an invented brand

ORSO, an espresso machine campaign and film

A complete launch for a home espresso machine that looks more like furniture than an appliance: matte black like cast iron, warm walnut wherever your hand goes, brushed steel wherever the coffee goes. Eight shapes were studied, one was locked as a single master image, and everything after it, from the hero packshot and the three-colour range to every frame of the commercial, was built around that lock, so it is the same machine every time.

Toolset: Nano Banana 2 for the machine design, the campaign and the keyframes, Kling 3 for motion, ElevenLabs for the sound design, Stable Audio for the soft house score, and an edit, grade and mix in ffmpeg. Eight campaign stills and a 22-second film, delivered at 16:9 and 9:16.

The film, 16:9, with sound: beans, the grind, the tamp, the pour, the steam, the machine.

The campaign

Matte black espresso machine with walnut gauge and handle against an olive plaster wall — 01, the hero.

Fresh coffee grounds falling from a matte black grinder into a portafilter with a walnut handle — 02, the grind, from its own matching grinder.

The espresso machine on a travertine counter beside a vase of eucalyptus — 03, in the kitchen.

Two streams of espresso pouring into a speckled stoneware cup, crema swirling — 04, the pour.

Close-up of the brushed steel group head, walnut portafilter handle and steam wand — 05, the detail.

Three identical espresso machines in black, stone grey and sand on a beige backdrop — 06, the range: black, stone grey, sand.

Steam bursting from the tip of the steam wand against a black background — 07, the steam.

Top-down view of the glass bean hopper and two upside-down cups on the machine — 08, from above.

Vertical cut, for Reels and TikTok

Every shot reframed around its subject for 9:16.

ORSO is an invented brand, designed for this portfolio. The machine, the campaign, the film and the sound are all original work.