7 Eleven

Art Direction and Creative Lead

I led the art direction for 7-Eleven’s COFU (Coffee of the Future) launch—an innovative product rollout introducing customizable coffee machines in select markets. Rather than lean into a predictable tech-forward look, we took a gritty, grunge-inspired approach to build intrigue. The campaign was intentionally mysterious, using teaser-style creative with minimal copy to spark curiosity and conversation. This unconventional, buzz-generating rollout has been a success, with COFU machines now expanding into more stores each month.