Turning a morning routine into a weekly series
Northbrew ships the same four coffees every month. We gave them a reason to post every day anyway.
Client
Northbrew Coffee, coffee subscription
Format
Product
Platforms
TikTok, Reels, Shorts
Cadence
20 videos a month
The brief
Northbrew had great photos and a product that doesn't change. Four roasts, one subscription box, shipped on the first of the month. Their feed was mostly launch posts and discount codes, and it went quiet between them. They wanted something people would come back for that didn't depend on having news.
The team had tried posting daily before, and it lasted two weeks. Nobody had time to film, and the founder didn't want to be the face of the brand. Whatever we made had to run without them on camera and without a weekly scramble for ideas.
What we made
A weekly series called 6am: the same kitchen, the same light, a different person making their first cup each week. Around it, short product videos that slow down the parts of making coffee people actually like watching: the bloom, the pour, the grinder.
One half-day shoot a month at a rented apartment in Silver Lake with east-facing windows, so the light is the same every time. We shoot four 6am episodes and around 40 product moments, then cut 20 videos from it. TikTok gets the sound-on versions; Reels and Shorts get captioned cuts.
Rae approves the month's plan in one 30-minute call. Edits land in a shared folder every Monday, and she leaves notes by Wednesday. Most weeks she approves everything in one pass, because every episode follows the same format.
A clip we’d show anyone
Episode 9 of 6am: a night-shift nurse making coffee after work instead of before it. No voiceover, just the kettle and one caption at the end. It's the most saved video Northbrew has.
What moved
Six months in, from TikTok, Instagram and YouTube analytics. Past results, not a promise.
Our coffee doesn't change from week to week. The videos do, and people keep coming back for the next one.
Rosa Delgado
Head of growth, Northbrew
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