Espresso Series 1
pre-sale / launch campaign
Fellow's entry into the espresso machine market required redefining expectations at a traditionally underperforming price point while establishing credibility in a complex product category dominated by established brands.
Strategic Market Challenge
The $2.1B US espresso machine market is divided into distinct price tiers, with the sub-$1,500 segment plagued by thermal instability, inconsistent performance, and poor user experience.
Fellow needed to deliver professional-grade temperature control (±2°F), adaptive pressure profiling, and intuitive guided brewing at $1,499 - a price point where competitors typically require extensive training and deliver inconsistent results.
Product Positioning Paradox
Series 1 needed to bridge three audiences simultaneously: existing Fellow customers ready to expand beyond manual brewing, aspiring home baristas upgrading from entry-level machines, and design-conscious buyers seeking both performance and aesthetic excellence.
Marketing had to communicate sophisticated technical innovation (patented Boosted Boiler, heated group head, pressure profiling) while emphasizing overall approachability for those who are new home to espresso.
Closer to the craft
We worked to position Series 1 at the intersection of professional precision and intuitive design. Creative direction emphasized warmth, architectural detail, and sophisticated craftsmanship through natural lighting and considered compositions.
Our ultimate goal was to create a feeling that Series 1 helps you enjoy the craft of making espresso at home in a way that removes the frustration and steep learning curve that goes hand in hand with most machines.
Diving deeper
Aspiration draws people in. Substance keeps them there.
The product team explained what makes Series 1 different; Boosted Boiler architecture, adaptive pressure profiling, guided brewing interface. These deep dives proved the machine performs as beautifully as it looks.
Professional validation
Claiming innovation is one thing. Showing respected coffee professionals react to it is another.
We invited industry experts to Fellow HQ before the public reveal, capturing their genuine first impressions and incorporating feedback into final development. At launch, their endorsements validated what we claimed Series 1 could deliver - critical credibility for a 6-month pre-sale.
Reveal week
We developed a reveal presentation and live streamed from Fellow HQ to 100+ industry stakeholders and a large instagram live audience.
Hosted invitation-only influencer event in Houston prior to SCA Expo for content creation and early validation.
Structured pre-sale at $1,199 (20% off MSRP) with $100 coffee credit, declining incentives over 6-month period to drive urgency.
Launched with 60+ unique ads in paid social account.
Production & launch constraints
Evolving tariff uncertainty required dynamic pricing strategy / scenario planning that was actively taking place during creative development. Compressed production timelines (6-8 weeks) meant creating a mix of launch materials using 3D renders, early physical product prototypes, and demo-ing with industry pros only 2.5 weeks before our public launch.
My Role
This was the tentpole launch for Fellow in 2025, 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.
Reveal keynote development and livestream production.
Overseeing all internal / external post production and asset creation.
Development of refined packaging artwork for product.
The Team
Fellow Team:
Jack Douglas Creative Direction
Jess Ruggierio Art Direction
Cat Sylvain Copy
Production:
Yvette Solis Producer
Michael Enos DP — lifestyle film
Scott Sorensen DP — interviews
Lauren Segal Photography
Leila Nichols Styling
Joyo 3D animation / rendering
Fellow 2025