Cameron’s Coffee Campaign Follows a Day in the Life of Its Chief Bean Officer
There were a lot of things to highlight about this specific production. Really, it was no small feat to pull off six spots in one day, but with a great team from top to bottom, 8th Street made it happen. Illustrious director, Sam Washington, put it best when it comes to collaborations in general - 'Let’s all try to be making the same film.'
Seems so simple and it can be - when everything is sorted out during pre-production. Especially for a production like this, where we wanted time for Sam and the creative team from Haberman to really get those great comedic performances in the can. Believable characters and authentic performances - those are the elements that makes Sam’s work pop off the screen. “If we don’t believe the people on the screen, then none of this counts for much.”
Top-tier creative agency, Haberman, crafted a terrific storytelling platform that revolves around a soon-to-be-iconic CBO - or chief bean officer. When asked about the project, Sam had this to say, "For me, a sure sign of a great campaign is when someone asks me what I’m working on and I’m able to sum it up in a short and entertaining sentence. Haberman struck gold with this one – a film crew follows a day-in-the-life of Cameron’s Coffee’s CBO… their chief bean officer.”
In a twist of fate, many of the team had a long history of collaborating - even 8th Street’s Jonathan Nowak worked on an earlier campaign over several years for Cameron’s with their chief marketing officer, Jon Wiersum. Add that to 8th Street’s great history with agency producer, Kathy Awe, and the relaxed atmosphere on set allowed for Sam and executive creative director, Jeff Berg and the rest of the creative team to push our terrific Chicago based comedic talent to find some hilarious non-scripted moments.
When it boils down to it, crafting this type of comedy takes a lot of trust - from the brand to the agency. It’s imperative that everyone knows what the final campaign wants to look and feel like.
Jeff Berg described the collaboration process that brought this together, “At Haberman, we believe storytelling is about making people feel something - whether it’s a laugh or a spark of connection. Collaborating with Sam, the team at 8th Street and the Cameron’s team allowed us to take that vision and infuse it into every frame. The chief bean officer campaign is a perfect example of how great performances and thoughtful creativity can turn a simple concept into something memorable.”
