Luckin Coffee

A fashion-forward take on everyday coffee.

Shot on the streets of Orchard with Mavis Siow, this campaign repositions Luckin’s Oat Latte for a younger, style-conscious audience. Blending content-led motion with editorial stills, we brought a fashion lens to the everyday coffee run.

Our direction took cues from fashion editorials and street casting, using a local model with real presence and styling that felt current but understated. The film blends clean product moments with street-level energy, showing the Oat Latte not in a tried-and-tested cafe setting, but in the flow of the city. The result is a piece that feels casual, confident, and visually distinct from typical F&B advertising.

From casting to pacing, tone to location, every decision was made to help Luckin Coffee step into a new lane; one that feels modern, social-first, and ready to speak to the next wave of coffee drinkers.