Terra Kaffe | Social Ad Campaigns

Jun 21

Programs: Photoshop, After Effects, Illustrator, Figma
Role: Art Director, Graphic Designer, Motion Designer
Year: 2026

Terra Kaffe set out to challenge the environmental and product design issues behind single-use coffee pods, reframing the conversation around convenience, waste, and coffee quality. I was brought in to develop a campaign system that could translate these ideas into bold, attention-grabbing creative across static and motion formats.

The work was split into two components:

“Rage Bait” Static Campaign Series
Short-form Animated Explainer Video

Rage Bait Static Campaign Series

Release 1: Anti-Pod Fact System

A typographic-led series presenting direct, high-contrast statements about pod coffee impacts. This release functioned as direct-response creative, optimized for fast comprehension and high shareability.

Focus Areas:

Environmental impact of single-use pods
Coffee freshness degradation over time in sealed pods
Convenience vs sustainability tradeoffs

Design Approach:

Aggressive typographic hierarchy
High-contrast red/black/white palette
Minimal imagery to prioritize message retention

Outcome Notes:

Strong engagement driven by “shock clarity” messaging, encouraged discussions
- In the first two weeks the posts had:
  - 205K impressions
  - 14K post engagements

Release 2: Pod Hazards

Inspired by public safety warning graphics like the 80’s Mr.Yuk campaigns. A badge was developed as a pseudo “warning icon” for pod coffee, translating abstract environmental concerns into a recognizable visual signal.

Focus Areas:

Long time impact of single-use pods
What makes up pods and contamination concerns

Design Approach:

Retro PSA-inspired iconography
Simplified droplet mascot with expressive variation
Sticker-like execution for repeatability across formats
Designed for immediate recognition and recall

Summary

The Rage Bait Static campaign repositioned Terra Kaffe’s sustainability message through a structured tension between fact driven confrontation and icon based storytelling. The result was a highly legible, high-impact system designed for fast moving social environments.