The stop-motion magic behind ‘Drink In, Breathe Out’

Holiday adverts hold a special place in people’s hearts. For many of us, they’re a highlight of the season.

With winter well underway, some eagle-eyed viewers might have spotted a brand-new contender for advert of the season on their TVs.

So, grab a cup of coffee and join us as we explore the magic and artistry behind our new ‘Drink In, Breathe Out’ ad.

Drink In, Breathe Out

Meet family man, George. He’s busy trying to navigate the chaos that is the holiday season. We’ve all been there. From a raucous work party, tangled fairy lights and last minute gift shopping, George is in search of a moment of peace amid the hustle and bustle of the festive countdown. Luckily, he finally catches his breath in his local Starbucks store. That’s the story of ‘Drink In, Breathe Out’ in a nutshell.

Captured in a 30-second mixed-media video, the magic and madness is created using a unique blend of 3D sets, stop-motion and animated 2D characters.

We caught up (over a coffee, of course) with the creative brain behind the project, Lauren Coates, creative director from our agency partners at TBWA, to learn more about the idea that sparked the campaign.

“Research showed that people already see Starbucks as a good place to take a breather when they’re on the go,” Lauren explains, “Starbucks is that cosy and inviting spot you seek when you need a break. Our aim was to reposition Starbucks as the ultimate refuge from holiday stress”.

The final result? A breathtaking show of stop-motion craftsmanship. From the stitching on George’s green jacket, to miniature iconic red Starbucks cups (yes, even smaller than a demi), the advert is filled with magical little details.

Here’s how Lauren’s team brought George’s tiny, festive world to life.

Magic moments in every detail

The set in the advert is a mini masterpiece, brought to life by a team of incredible artists who poured their talent and passion into capturing the essence of a Starbucks Holiday.

Among their achievements? A miniature replica of a Starbucks store. Pause the advert, and you will uncover a world of incredible craftsmanship – from the baked goods behind the counter that look good enough to eat, to the intricate textures and finishes that make each scene pop with colour and life.

Every single prop you see on screen was meticulously handmade from scratch. The pictures adorning the walls of George’s cosy home, the buzzing computers at his office party, the fully stocked supermarket shelves, and even a tiny, festive Christmas tree complete with perfectly wrapped presents. And let’s not forget the star of the show, George himself – lovingly sculpted with precision and care, right down to his spectacles.

To capture the whirlwind of George’s holiday rush, the team spent five weeks designing and creating a curved, rotating set that brought the scenery to life around him - creating the perfect illusion of motion and urgency.

Every single one of George’s movements and expressions were painstakingly brought to life through the magic of stop-motion animation. Each tiny adjustment was crafted by hand. Can you imagine the incredible precision and limitless patience needed to make this perfect?  It was a true labour of love that makes every frame feel alive.

The final sprinkle of holiday sparkle

But the creativity of this team did not stop there. After the filming of George’s world wrapped, it was time to add characters and the festive chaos that surrounds him.

To give George the main character energy he deserves, the other characters were animated in 2D. Don’t be fooled, this was not the easiest route to take. Every smile, every stumble, every sigh, had to be perfectly in-sync with his 2D co-stars. Marrying 2D with 3D stop-motion truly tested our artists’ professionalism and precision. But it was the perfect finishing touch to add some magic to the final cut.

A hidden surprise for the real coffee lovers

Now it wouldn’t be the holiday season without some surprises, would it? As a final treat for all you Starbucks lovers out there, we’ve hidden some little surprises throughout the ad, just for you. Think you can spot them all?

If you’re in need of some entertainment over your next coffee break, why not grab a latte, take a breather, and tune in to ‘Drink in, Breathe Out’.