Fall meets Art Deco

For Rustbelt's fall menu, I built the campaign around the people already behind the counter — a shoot with a few of the shop's own baristas — and let it grow into a full social series instead of a one-off menu graphic.

Each of the three fall flavors got cast as its own character:

Pumpkin — the classic. Fully in for fall, no apologies.
Flannel — the starry-eyed dreamer, always chasing the next good time.
Corduroy — the old soul, happier with a story and a quiet night than anywhere else.

The barista shoot anchored the series, then expanded into behind-the-scenes content and a few extra pieces made specifically for the regulars who'd catch the detail — turning a menu announcement into something people actually wanted to follow along with.