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ROYA - Retail Expansion Campaign
Context
ROYA is an iced matcha latte brand expanding into new retail stores. The goal was to create a social-first storytelling campaign that made the retail launch feel premium while telling a story consumers want to relate with.
The Goal
We had to create a new storytelling format from scratch that translated ROYA’s high-end brand feeling into a format built for social media. The challenge was to make the campaign feel cinematic and relatable at the same time, without compromising the brand’s elevated perception.
Strategy
Because ROYA needed to feel elevated, we decided to work with two models who could carry different emotional storylines across the campaign. Each video told its own short story, but every narrative naturally led back to ROYA. The product was not forced into the story, but became the moment that connected everything.
Execution
For the campaign, we developed the slogan “Live intentionally.” The idea was to show that anything that happens in life can be viewed in a more positive, intentional way.
Distribution
The campaign was designed as a social-first storytelling format that aimed to make people relate to the story before noticing the commercial goal of the campaign. Once they were emotionally hooked, the repeated connection to ROYA was designed to build recognition and support product recall in retail stores.
My Role
For this campaign, I directed a crew of 7 - videographer, camera assistant, gaffer, casting, logistics, post production, and motion design.
ROYA - Retail Expansion Campaign
Context
ROYA is an iced matcha latte brand expanding into new retail stores. The goal was to create a social-first storytelling campaign that made the retail launch feel premium while telling a story consumers want to relate with.
The Goal
We had to create a new storytelling format from scratch that translated ROYA’s high-end brand feeling into a format built for social media. The challenge was to make the campaign feel cinematic and relatable at the same time, without compromising the brand’s elevated perception.
Strategy
Because ROYA needed to feel elevated, we decided to work with two models who could carry different emotional storylines across the campaign. Each video told its own short story, but every narrative naturally led back to ROYA. The product was not forced into the story, but became the moment that connected everything.
Execution
For the campaign, we developed the slogan “Live intentionally.” The idea was to show that anything that happens in life can be viewed in a more positive, intentional way.
Distribution
The campaign was designed as a social-first storytelling format that aimed to make people relate to the story before noticing the commercial goal of the campaign. Once they were emotionally hooked, the repeated connection to ROYA was designed to build recognition and support product recall in retail stores.
My Role
For this campaign, I directed a crew of 7 - videographer, camera assistant, gaffer, casting, logistics, post production, and motion design.
Date
Jan 2026
Client
ROYA
Industry
E-commerce / Retail
Timeline
3 Months
The results in numbers
%
Increase of retail sales within one month.
%
Increase of retail sales within one month.
+
New retail stores activated through the campaign
+
New retail stores activated through the campaign
%
Average watch time across all reels
%
Average watch time across all reels
Nikolai managed to turn our retail launch into a massive success. The content felt premium, intentional, and true to ROYA’s brand.
Ahmad Bachir
CEO
ROYA
Nikolai managed to turn our retail launch into a massive success. The content felt premium, intentional, and true to ROYA’s brand.
Ahmad Bachir
CEO
ROYA