Who made it
Emotive is an independent creative agency and production company founded in 2015 in Coogee, Sydney (Emotive). It caps its team at 70 people, by its own description "senior skewed, highly skilled, and hands-on" (Emotive, About).
The challenge
People love great coffee, but many believe it takes a barista's skill to make it at home. Breville wanted to shift that feeling "from hesitant to inspired" (Emotive).
What they made
"Glorious Coffee" is the launch film for "Because great coffee matters." Sound studio Rumble composed an original score, and a 25-piece ensemble from Sydney's Metropolitan Orchestra performed it live on set (LBB). As the coffee builds, so does the music, with every grind, dose, extraction and pour pushing toward the crescendo. Kyra Bartley of COUSIN directed (Emotive).
The result
The campaign launched globally with a hero film, consideration films, social carousels, behind-the-scenes content and always-on social (LBB). It rolls out across Breville | Sage markets through 2026 and beyond (Emotive). Emotive CCO Gavin McLeod: "We wanted to make that feeling impossible to miss. So we gave it a 25-piece orchestra." (Emotive)
Watch the work
Why it stands out
It sells a feeling, not a feature list. The signals for brands: find the small moment your product owns, then give it more craft than anyone expects. One live, physical idea can carry a global campaign across every format.