Made the small way is what makes Café Direct unique. They make coffee in a way that no other Fairtrade company does – using hundreds of thousands of small growers.

We wanted to tell their story in a sweet, homemade and homespun way in keeping with this philosophy. Budget was tight. Telling the story of made the small way through different peoples' hands over a kitchen table-top just felt right. It's human and everything that most coffee companies aren't, even though they might pretend to be.

We chose to cast dancers rather than models or actors to play the hand characters. We thought they'd add a different level of energy, personality and character to the hand performances.