Kore Directive is a London-based coffee community advocating for feminist, inclusive, and sustainable practices within the specialty coffee industry. The goal was to reimagine the traditional latte art competition as a culturally relevant, values-led event that centred LGBTQIA+ and BIPOC talent while challenging extractive, exclusionary industry norms.

I partnered with the Kore Directive team to conceptualise, produce, and deliver a live competition format that blended community, activism, and brand-aligned storytelling. The project was designed to resonate both on the ground and digitally, using social media as a primary distribution and demand-generation tool.

The event sold out within two hours of launch and secured Oatly as a headline sponsor. The concept proved so successful that it was later expanded by Oatly into a global marketing activation, engaging coffee communities worldwide and demonstrating the power of culturally intelligent, community-first production.