Devoción

Challenge

Devoción is a Colombian coffee brand with cafés across NYC. They needed a steady stream of content that keeps pace with fast import and launch schedules and captures the warmth, texture, and constantly rotating products of each space. The constraints are real. Turnarounds are tight, the team is based mostly in Colombia, and every frame is made inside live cafés during service. It began with a single archival job, documenting their new flagship on Grand Street while it was still under construction, and has grown into an enduring partnership.

Strategy

I work from the team’s general brief and their do’s and don’ts, then make the calls on the day that capture the atmosphere and community the cafés run on. With the client remote, I built my role around being their eyes on the ground, coordinating live and owning the full pipeline from art direction through selection, editing, and delivery of social-ready stills and color-graded video. That end-to-end ownership is what keeps the work fast, unobtrusive during service, and consistent across every café and drop.

Outcome

Today that work is the content engine behind Devoción’s launches, product drops, events, and worker spotlights, running across their organic and paid social, website, and in-store signage. The stills in particular draw strong engagement from the community. By working fast, staying out of the way of service, and capturing the warmth and liveliness of the cafés, I have helped Devoción deepen its presence in the NYC coffee community and expand how it connects with that audience.