بيربل كامل
Case Study — 03

OMatcha

A product line photographed to be wanted before it is described.

A close frame of an OMatcha tin dusted with bright green matcha powder, mounds of powder either side against a soft pink ground.
[ Close enough to price the texture ]
Client
OMatcha
Studio
Purple Camel — Riyadh
Discipline
Creative direction · Product photography · Campaign & performance creative
Industry
Matcha
Deliverables
Campaign concepts · Product photography · Advertising & performance creatives
Timeline
—
[ Context ]

The decision happens before the reading.

In a feed the image arrives first — ahead of the price, the description and the reviews. By the time those are read the buyer has already formed a view of what the product is worth. The work started at that moment, not after it.

A woman in a lilac hijab sitting in a car, holding a lilac OMatcha cup with a straw up to her face.
[ Where the product is actually drunk ]
An OMatcha jar on a pink flower-shaped coaster beside a glass of iced matcha, on a pale green surface with tiled wall behind.
[ The line, in the colour it sells in ]
An OMatcha tin with green matcha powder cascading down around it against a soft peach background.
[ Powder as the only prop, the ingredient doing the selling ]
Hands whisking matcha in a bowl on a sunlit counter, beside an OMatcha tin, a lilac OMatcha cup, a jug of milk, a dish of matcha powder and a bowl of ice.
[ The ritual the product is bought for ]
[ Creative Direction ]

Let the ingredient do the arguing.

Every frame sets the tin on a single soft ground and lets the matcha itself carry the colour — the one thing the customer is actually paying for. Nothing else is allowed in. Grade is shown rather than claimed, which is the only version of that claim a buyer believes.

The OMatcha line arranged together on a pale green surface — two tins, a purple pouch, a milk frother, a stack of green cups, a bamboo whisk and scoop, and a glass jug.
[ The line, photographed as one family ]
Shot as a set rather than a catalogue of parts — so a customer buying one item can already picture the rest.
[ The Same Tin ]

The same tin, valued differently.

One of these is a record of a product. The other is a reason to want it. Nothing about the tin changed — only what was put around it.

Drag to compare
OMatcha — the same tin alone on a plain ground, and surrounded by cascading matcha powder — after
OMatcha — the same tin alone on a plain ground, and surrounded by cascading matcha powder — before
[ Performance Creative ]

Built for the feed.

These ran where the product is actually found — between a friend's story and whatever the viewer was already watching. Most customers meet OMatcha here and never on a product page. Vertical was the specification, not a compromise.

[ Reel — the pour ]
[ Reel — campaign copy set in Arabic ]
[ Reel — the end card ]

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