Aiden Precision Coffee Maker
pre-sale / launch campaign
Context: In its first 10 years, Fellow built its reputation on manual pour-over brewing excellence, world brewing champions use Fellow kettles in competition and the Ode Grinder had set a new standard for home filtered coffee grinding.
Challenge: Launching an automatic coffee maker risked alienating the coffee expert community that drives the brand's credibility. Fellow needed to expand into automated brewing while maintaining trust with coffee professionals who view automation as a compromise on quality.
Aiden needed to appeal to two distinct audiences: coffee enthusiasts seeking precision and control, and everyday consumers wanting great coffee without complexity.
Marketing had to communicate sophisticated brewing capabilities while ensuring the product felt accessible to users who simply wanted to press a button for excellent coffee.
Phase 1: Building Credibility
Coffee influencers and industry experts were invited to Fellow HQ to test early prototypes, capturing their reactions and endorsements on the quality and precision of automated brewing.
Three premium coffee roasters were selected to create exclusive coffee offerings tied to custom brew profiles, demonstrating the machine's flexibility while incentivizing pre-orders.
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"I think it’s really exciting to be able to program recipes into it, especially as a roaster."
Michelle Fleming, Head Roaster, Equator Coffee
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“It’s the best batch brew I’ve ever had. In texture and sweetness, it’s just mind blowing.”
Yudi, Head Roaster, Civil + Beach City Coffee
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"It's a very efficient extractor, giving a lot more freedom in manipulating extraction to give a different flavor profile."
Elika Liftee, US Brewers Cup Champ
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"I'm the most excited to see the baskets and shower head because you can actually find a sweet spot for multiple coffees."
Michael Fabian, Coffee Educator
Phase 2: Reveal
Timed pre-sale announcement to Specialty Coffee Association's (SCA) annual trade show, leveraging Fellow's presence in the specialty coffee community
The evening before reveal, we hosted an invitation-only event for industry professionals to demo the machine first.
Aiden was reveled during an IG live stream from trade show floor to 2,000+ coffee enthusiasts, creating a moment of excitement beyond the physical event.
Anticipation was built through teaser content across social and email in the weeks leading up to announcement.
Phase 3: Sustaining and education
During the four-month pre-sale, we maintained momentum through a US city tour capturing user reactions, produced an educational video series for new owners, and created a Harrods London window display and kitchen takeover.
My Role
This was the tentpole launch for Fellow in 2024, my responsibilities included:
Leading the creative team’s concepting process and planning production timlines.
Presenting concepts to large groups of cross-functional stakeholders
Providing creative direction on site at all photo and video productions.
3d animation — vendor selection and direction/feedback
Website improvements — New module creation, (initial designs and direction with external partner)
Overseeing all internal / external streams post production and asset creation
Reveal event production — Filming of launch stream, on the ground coverage of influencer event + trade show
Continued educational content development.
The Team
Fellow Team
Jack Douglas Creative Direction
Lucy Peterson Art Direction
Hannah Miller Copy
Jenn Ko Project Management + Producer
Production
Michael Sullivan Photography & Video Production
Megan Petrilla Styling
Gino Nave 3D animation / rendering
Fellow 2024