Client: La Colombe

Agency: Uncommon Creative Studio, New York

Director: Leigh Powis

Production Company: ProdCo

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What the campaign was about

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Launched to coincide with the U.S. Men's National Team's opening match of the 2026 FIFA World Cup, Must Be the Coffee celebrates the passion, grit and underdog spirit of Philadelphia. The documentary-style film combines real Philadelphians, football culture and the rituals of coffee into a campaign rooted in the city where the brand was born.

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What Lost Loved researched, sourced, cleared and licensed

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Lost Loved handled research, clearance and licensing across the campaign, finding the fan and sports content and user-generated material woven throughout the film. We worked with sports footage vendors and directly with U.S. Soccer and the USMNT to clear the rights, managing the licensing across broadcast, digital, social and out-of-home.

How the content was used

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The sourced and cleared fan, sports and UGC material runs throughout the hero film alongside the documentary footage of real Philadelphians, extending into social, digital and out-of-home executions during the tournament - timed to land as the USMNT took the field.

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