Rosetta Roastery - Behind the Bean

What kind of work is involved in crafting a coffee bean? This was the question I started at, and I knew that Rosetta Roastery were probably the ones who knew this process best. When they gave me the opportunity to bring my own concept to life for them, I knew I wanted to strip everything back and let the process speak for itself. No voiceover, no explanation - just strong visuals and emotive sound. A minimalist approach that hopefully lets a viewer feel the care and attention that goes into every roast.

The film follows the journey from sampling green beans, through the meticulous cupping process, all the way to bags being sealed and finally enjoyed in one their cafe. Rosetta do extraordinary work that most people never see, and I wanted to create something that evokes respect for that mastery without having to say a word about it.