Nespresso x Samra Origins by The Weeknd
Agency: Amazon - Twitch
Role: Creative Strategist
Teammates: Reed Trimble (Creative Strategist, CA), Sonya Tsui (Program Manager), Sarah Brand (Influencer Relations Manager), Bhargav Karkar (CPG Sales Account Manager), Madeleine Michaud (Campaign Manager), Nimit Narula (Sr. GTM Lead, Twitch), Sri S (Program Manager)
THE ASK
Promote Samra Origins, a one-of-a-kind collaboration inspired by The Weeknd’s Ethiopian heritage and his mother, Samra.
THE IDEA
The Twitch Canada homepage carousel turned up the volume — and the flavor — as coffee and music shared the stage in celebration of The Weeknd’s special edition coffee blend and Nespresso Vertuo Pop+ in Buna Yellow. Part of The Weeknd’s collection, this special edition machine features the Samra Origins logo in Amharic for a distinctive touch.
To bring this story to life, Canadian DJ Jessu played a curated set of The Weeknd’s tracks, while the Samra Origins machine and coffee capsules helped blend taste with sound, crafting a sensory experience rooted in culture and creativity.
Viewers were also guided to Amazon.ca where they could purchase the Samra Origins Vertuo Pop+ machine before it was available on Nespresso's direct channels — a strategic rollout that highlighted Amazon as a key retail partner.
