La Colombe's 'Must Be the Coffee' is a cinematic portrait of Philadelphia, tracking local life and coffee culture through a series of urban observations. Produced by agency Uncommon New York, the commercial video juxtaposes the mechanical process of roasting beans with the faces and daily routines of city residents.
The film leans into a raw aesthetic, using natural lighting and desaturated color palettes to ground the narrative in its environment. The edit moves from row house steps to close-up character studies, highlighting the connection between the brand's production and the local community.
