Nespresso x The Weeknd: Pressed With Purpose

PRODUCT DESIGN & LAUNCH

US Executive Creative Director
Amazon, Brand Innovation Lab
2025

In celebration of The Weeknd's Samra Origins launch with Nespresso, we fused taste and sound: introducing the first coffee-pressed vinyl—a limited-edition record infused with real coffee grounds and an unreleased track.

The campaign celebrated The Weeknd's exclusive coffee line, named for his mother Samra and rooted in his Ethiopian heritage. At the Nespresso Vinyl Café pop-up in NYC, fans experienced the record firsthand and heard the debut of an exclusive instrumental version of "Give Me Mercy" from his latest album Hurry Up Tomorrow.

Beyond the 200 limited records available through sweepstakes, we amplified the story across Amazon's ecosystem through a curated Music playlist, behind-the-scenes content, audio ads, display media, and Thursday Night Football placements—turning a daily ritual into a multi-sensory cultural moment.

FILM

COFFEE-INFUSED VINYL

AMAZON BRAND STORE EXPERIENCE

ALEXA & AMAZON MUSIC

PRESS

Ads of the World by Clios
MediaPost
Yahoo! Finance
The Manual
Trend Hunter
Reddit
Marketing Dive
FOX 4 News
International Comunicaffe
Top Mixtapes

CREDITS