From the Bodega to the Screen
In the last iteration of Bustelo Está Aquí, we laid the foundation for a world that turned cafecito into a shared ritual of community. Now, that universe expands coast to coast with crafted moments that capture the warmth, style, and spirit that makes Bustelo more than coffee. And with community at the center, every spot became its own story.
Stories of Connection
From long-distance FaceTime catch-ups to backyard BBQs, every spot in the campaign tells a different story of togetherness. Blending richly illustrated 2D characters with 3D environments and product simulations, our team created immersive scenes alive with detail: from the shine on a cafecito swirl to the energy of a mural in progress. The result is a world that feels authentic, expressive, and ready to keep expanding. And to expand the world, we needed to expand the cast.
Meet the BusteloVerse
The Bustelo world is alive with characters that reflect real people and real communities — each with their own ritual, their own rhythm, and their own cafecito story. What started with Lena in New York has expanded into a coast-to-coast cast, turning the cafecito into a shared language of connection.
Type Full of Flavor
Designed to bridge heritage and now, typography became a central part of the Bustelo system. We built on the Mercado style we had previously developed for Bustelo, a bold, market-inspired approach that celebrates the energy of Latin street culture. Paired with Con Leche, a softer, more playful counterpoint, the system let us balance impact with warmth. More than words, the letterforms became design themselves, infusing the campaign with a voice as vibrant as the characters who live in it.
Bustelo in the Wild
Even in stills, the BusteloVerse never stands still. Characters were brought into everyday moments that feel alive. Each piece is a snapshot of Bustelo’s animated world spilling into the real one — vivid, character-driven, and instantly recognizable.
Taking It Live
The world of Bustelo Está Aquí didn’t just live online — it showed up everywhere. Our static designs rolled out nationwide as OOH, from city walls to festival screens. At Lollapalooza, Bustelo’s vibrant new look debuted in front of thousands, cementing its presence as a brand that’s not only here, but here to stay.
Problem
Bustelo’s animated world had heart, but it was stuck in one zip code. To keep growing, the brand needed to show cafecito belongs anywhere people gather.
Insight
The yellow-and-red can isn’t just coffee — it’s family, memory, and connection. No matter the city or state, cafecito has a way of bringing people closer.
Solution
We opened the circle with new characters and coast-to-coast stories. From FaceTime calls to backyard BBQs, every scene showed how one cup can connect a community.
Result
The campaign became Bustelo’s biggest yet — spanning film, OOH, and festivals like Lollapalooza — and proved cafecito culture feels like home, wherever you are.
Credits
- Chief Creative OfficerJonathan Notaro
- Creative DirectorAndrés Rivera
- 2D AnimatorsFelix HemstadiusAustin WeyerMauricio VillaAbi Fairfax
- 3D AnimatorsMohammed ElberkawiMauricio VillaAbi Fairfax
- 3D GeneralistChris Foster
- 3D Lead AnimatorJeff Bryson
- Cel AnimatorReza ImanOliver WeeJane LiuCasper NykoppJessica Rowden
- CG SupervisorRuss Wooton
- DesignersAugustina GastaldiBon Zhang
- IllustratorsDavid SaracinoGlenn ThomasKyle FewellMichael CribbsNin Wang
- Technical DirectorDan Bradham
- LighterDanish Jamil
- Storyboard ArtistFede Etchegaray
- EditorAndrew Polich
- ProducerEthan Christy
- Managing PartnerDevin Brook