IndependentMedia’s David Gelb Directs "The Magic of Coffee" for Starbucks

Starbucks has released a new ad, The Magic of Coffee, directed by Chef’s Table creator David Gelb.

The :30-second spot highlights the craft and human connection behind every cup, tracing the journey from coffee cherries being handpicked, washed and sorted to baristas grinding, tamping and pulling each shot with precision. Rather than focusing on speed or convenience, the ad lingers on the details that often go unnoticed, the hum of the espresso machine, the tamp of finely ground coffee and the moment the espresso begins to flow.

Directed by Gelb and produced by Starbucks and IndependentMedia, the film approaches espresso with the same reverence for craft, origin and detail that defines his documentary work.

More on shots!