Carlos Cuarón’s latest took us on location in Chiapas to highlight some of the incredible local farmers Nescafé sources from.

In their latest campaign featuring two spots directed by Cuarón, Nescafé delves deeper than the product to showcase intimate vignettes of individuals who grow the food we find on our tables when we buy Nescafé. It’s a personal narrative, and an extension of Nescafé’s strategy of making each spot about more than the food, but rather the emotion and experience of eating.

In the spots “Lulu” and “Paco,” local coffee growers from Chiapas, take us through a personal journey to the origin of the product, by interviewing the farmers that harvest and labor to make it happen. Furthermore, it reinforces Nescafé’s commitment not just to quality, but also to the betterment of local communities and businesses in the process.