Summer 2025 at Blank Street was all about getting the scoop. With each seasonal drink crafted around classic ice cream flavors, we developed a campaign inspired by fashion and youth culture that insists coffee and matcha are the new “it” accessory.

In collaboration with In Focus, Inc. we built a campaign approach that drew heavily from teen magazines and editorials of the late 90’s and early 2000’s, aiming for a bright, show-stopping aesthetic that would be as delectable as the ice cream flavors that inspired it.

My responsibilities included creating photo comps and directing models on-set, as well as developing the graphic direction for the campaign. I designed dozens of assets across retail and digital, and created various layouts for a global OOH wildposting campaign.

To top it all off, Blank Street released a single-issue magazine dedicated to all things summer - The Scoop. In collaboration with Composite Co, we commissioned several new photoshoots and a variety of essays and articles, compiling them into a crisp 65-page printed edition. We debuted the magazine at McNally Jackson in New York, and Shreeji Newsagents in the UK.

To close out the season, Blank Street hosted a gala at the Battersea Power Station, serving matcha affogatos inspired by each summer flavor. The event was complete with a purpose-built ordering station, limited-edition cup carriers, and a full green carpet paparazzi experience. It was the perfect ending to our most glamorous campaign yet.