What Does A Great Cup Of Coffee Taste Like?

It's a tricky question, but I hope you enjoy the answer.
Written & Directed by James Hoffmann
Co-Producer: Daisy Collarile
Director of Photography: Ben Saffer - www.bensaffer.com/
Production Designer: Charles Whiteway - www.charleswhiteway.com/
Editor: Soufieh - soufieh.com/
Music: ‘Nenia’ and ‘Violin Fragment’ composed by Phillip A. Cooke - www.phillipcooke.com/
Performed by Dahlia Music, solo by Kirsty MacLeod
Movement Director: Stephanie McMann - www.stephaniemcmann.com/
First Assistant Director: Charlie Finnamore
Runner: Karina Woollon
Camera Operator: Will Lyte
First Assistant Camera: Andy Nowley
Gaffer: Kian Altmann
Lighting Technicians:
- Scott Burchell
- Josie Rafter Redfern
- Aaron Rogers
Sound Recordist: Andy Watson - watsonaudio.com/
Continuity: Melinda Barbi
Assistant Art Director: Cameron Seymour
Art Department Stylist: Alicia Thorpe
Props Assistant: Henry Hunt
Art Department Assistant: Arthur V Hall-Jackson
BTS Videographer: Michael Losada
Cast
Waitress: Maria-Anna Kyriacou
Dancers: Nicole Nevitt & Owen Ridley-DeMonick
String Quartet: Dahlia Music - www.dahliamusic.co.uk/
- Francesca Gilbert (Viola)
- Will Hillman (Violin)
- Kirsty MacLeod (Violin)
- Ben Michaels (Cello)
Special thanks to
London Film Studios, and SHL Film & TV - londonfilmstudios.com/
Vicky & the team at Panavision

[@EmileModesitt]

Production level: legendary. Coffee information level: can’t feel my feet. James Hoffman: priceless

[@3Gee]

Hotel: Trivago

[@Alanvazquezzzz]

Audio: really bad

[@MegaChickenPunch]

@@Alanvazquezzzz huh?

[@davidd.6448]

Perfetto

[@advanceringnewholder]

Can't wait for Hames Joffman breakdown

[@phlebas-uq6fv]

The first thing they told James Hoffmann was never go full Hoffmann but he did it anyway

[@serenastillserena8681]

Mic drop!

[@kirillarionov123456]

I’d say he went full Joffmann

[@stevePDx]

Kirk Lazarus is disappointed. _"You went full Hoffman mam. Never go full Hoffman"_

[@absolutjackal]

This feels like the Hoffman version of the format

[@jonmeyrick]

@@kirillarionov123456 Wrong; full JHoff.

[@snazzy]

It’s great to know some people feel the same way about coffee that I feel about Diet Coke.

[@o00Starman00o]

Hi Quinn 👋 Seeing you here is like a crossover between the topics I nerd on haha

[@brentwalker8596]

That is concerning.

[@CraigfromOmaha]

Or even - dare I say it - Dr. Pepper. Truly the nectar of the gods!

[@Sorrowgrave]

Honestly if that's true, then it's great. I just think it's great to have a small joy of life you look forward to everyday !

[@arquloc0893]

You have a stray "diet" in that sentence dude

[@MattGarnham1]

James Hoffman and interpretative dance wasn't on my 2024 bingo card

[@leonardo3399]

😂😂😂

[@BrianSantero]

Omg omg omg bingo!!

[@maximburgman]

I was a bit worried where he was going to take ‘mouth feel’ when the young man and woman approached…but it all resolved nicely.

[@silpheedTandy]

weirdly enough, the dancing helped me to understand the idea of mouthfeel!

[@luciferdern]

I feel with 'interpretative dance about mouth feel' James Hoffmann has reached peak James Hoffmann.

[@jamesmatthews291]

Shortly to be followed by 'Mouth Dance About Interpretive Feel' by Hames Joffmann.

[@nick_cnc]

there's a famous quote - "writing about music is like dancing about architecture." I think James took this quote literally.

[@kantarjiev]

I'm really looking forward to Hames' take on this.

[@weswheel4834]

That was fantastic. They were just standing there quietly. I was wondering if they were about to be involved in a taste test or something and then that happened. It was like Christmas.

[@scottmccaig6185]

he had me until the dance

[@SwervingLemon]

Can we all just take moment to appreciate that he just pulled off a Tom Scott take but to the eleventh power? One continuous shot, with choreography and set changes happening continuously off camera. Cheers to the sound engineer who managed to capture only the desired audio. Cheers to the stage crew who so silently and cleanly dressed the set pieces. I really hope there's a behind the scenes of this so everyone can see the hard work and cleverness that went into this magnificence. Honestly, James, Good Show!

[@ortor]

I think I saw at least one well-hidden cut, but still, awesome

[@vigilantcosmicpenguin8721]

ONE TAKE! Then again, Tom Scott made "If educational videos were filmed like music videos." And I feel like this is that, for real.

[@dvxc]

I believe there are multiple hidden cuts throughout the piece, but the most important takeaway for us, the audience, is that the experience was seamless and so it was brilliant either way

[@proliferous]

I only spot one potential hidden cut at 2:34, a kind of morph cut when the legs go past the scales. You can see the oranges briefly skew in shape. Still, amazing video!

[@UhloMuhlo]

@@proliferous Definitely one at 6:00

[@dirkvader6096]

I guess whoever is in charge of keeping James in check went on vacation together with the financial controller. The production value is insane and the coffee nerdiness is through the roof. Well done!

[@nero19880]

Best video of 2024 to date

[@mokazakatoka]

I appreciate how Steve Buscemi never gets stuck im the same roles, and always bring those credible nuances that make the character not only special, but memorable

[@theslowmoguys]

Compared to this video I’ve never remembered to take the lens cap off or strung a full sentence together.

[@MatSmithLondon]

Errrrr... codswallop! But yeh this was beautifully done.

[@bmbaum]

Some definite opportunities for the Bolt in some of those camera moves

[@mattsword41]

what a compliment! Love both your channels

[@jmurray886]

It seems jarring that a channel about slow motion and needing a steady hand would be watching a video about coffee...

[@spex7503]

To me the most impressive thing about this video isn't the obvious quality in every aspect of its production. It's the fact that it was even made. James could have easily put out another (probably excellent) review or how-to video and gotten a ton of (well deserved) views. This video was an act of love - for coffee, for his art, for his audience.

[@Lucassymons]

I like think this is also a laughing moment for him. I think he occasionally likes to do the ridiculous just for the fun of it.

[@catreader9733]

I wanted to write something laudatory and expressive; this comment said what I would like to have written, but perfectly.

[@jvbo]

Instead of doing something good, can I make something excellent? Can I do something that will be seen and remembered for years to come?

[@user-xh9oe6iz6u]

couldn't agree more. saw the title and was intrigued which way it would go. It went full on love for coffee and video production. What more can you ask for?!

[@shyryTsr2k]

You sound old

[@quikkdraww]

I love the way this man is unafraid of creativity. Other creators wouldn’t dare risk the algorithm hit a video like this might cause. This was a beautiful work of art and I loved it.

[@jonathanlgill]

I was not expecting this level of cinematography. I can't imagine the level of planning that this took.

[@jamesdrummond7684]

they just released a BTS of this shoot, so now you don't have to.

[@hjewkes]

I may not know if I've had great coffee, but I do know I've had bad coffee.

[@benthomas7198]

If you don't know if you've had great coffee or not, you probably haven't. Once in a blue moon you get something ridiculous. Check out Wilton Benitez's stuff.

[@GuardTower]

after entering the hobby *i blame james* and dropped using the dripping machine and instant coffee. The tastes of coffee is now more pronouced for me when i 1st made coffee using a moka pot... overextracting is sososososo obvious ... but my mom who is not keen on coffee taste and just drinks coffee to wake up in the morning.. . it taste good for her.

[@Count_Smackula]

Bingo!

[@rtflone]

@@benthomas7198I was about to say that very thing

[@JohnHausser]

“They shall drink great coffee under the palm 🌴” 1 Corinthiens 18

[@roywolfe3780]

A lot of people rightly praise the production, the actors, the stage hands, the editing. Rightly. But one thing I'd like to point out how buttery smooth JH's delivery was. Articulate, clean, flowing. Paced to perfection. He does not ever noticeably look for his position. He doesn't halt or hesitate in his monologue but delivers it at the same quality as the cut/edited videos are. Over the years, Mr Hoffman has become a very, very good orator. And that is all keeping in mind that until recently it was not his profession to do so.

[@Arnogorter]

Tom Scott level monologue

[@ahmertension]

yes i kept noticing that, particularly how he never has any umms or ahhs unless they are deliberate. flawless performance

[@roywolfe3780]

Watching the video again I can spot a few places where he adjusted pacing to match the props, and every little glance off camera is to check for the next step. There are some little signs that break the illusion if one were to look for them. But that, to me, never impacted the story telling, so I stand by: Chapeau, JH!

[@CuriouslySkeptical]

Just like a great cup of coffee, James’ production left me wanting more! A perfectly balanced cup of poise, elegance, humour and sophistication. Flawless!

[@pikaskew]

One could say, he achieved that perfect balance in his delivery. Not cloying, bitter, or even sour but just right.

[@adamcnperi]

Funny story, I live in London and was out for a morning walk when I noticed a certain individual with coffee coloured specs and styled hair and I knew it was James, I don’t normally get star struck but I couldn’t control myself as I yelled out towards him “LEGEND!!!!” He acknowledged with a smile. Honestly one of the best (most embarrassing) days of my life!

[@CodyRockLee13]

Haha. As long as boundaries are respected, it's fun for the celebrity and the fan (I hope, anyway).

[@Emily-hd9sm]

You know, I imagine that videos like these, while deservedly praised, probably aren't as profitable as others like reviews, for instance. But I so love that you and your team go to such great lengths to make them James! So much thought, effort, time, and talent in this video

[@HarryJ10]

This is truly peak James Hoffman. Covid era Hoffman was vibrant, energising and humorous, but this is Hoffman at his most mature, self-aware and playful best. We are witnessing a master at work.

[@VictorShiryaev]

🎉 Absolutely! Well said.

[@Hyanmensir]

He missed the mark. Too much James Hoffman distracting from the content itself. Now the presentation just tries a bit too hard. Just my 2 cents and still worth a thumbs up.

[@michaelrichardson5489]

To say that this is peak James Hoffman would imply that he won't continue to get better, and I feel confident that he will.

[@TheRacerRich]

Or, just maybe, we are witnessing the descent of a man into madness.

[@nofam]

Calm down Roger Ebert!

[@ttreams]

I was here for the beginning of the Hoffmann Cinematic Universe. Whilst drinking a mediocre cup of coffee. And I can't feel my feet. Cheers

[@DaveOBrien]

They're my feet!

[@DragoNate]

Yeah, well, I can't feel my face when I'm with you so buck up!

[@BobiRobbi]

James you're making the world a better place by being yourself unapologetically - Thank you

[@MrFlyDoes]

James, I LOVE this video. I'm a brewer, and all these ideas, abstractions, and concepts apply to beer as well. It's something I enjoy fussing about, but being able to describe the process isn't always easy. But this is just so well done at describing that sensory process.

[@TensaFlow]

"You take the coffee bean. You grind it, and brew a cup of coffee, and I show you how deep the rabbit hole goes."

[@worf792]

😂😂😂

[@JesseCohen]

Legitimately the very first thought I had after about 5 seconds of viewing. James is, beyond doubt, the coffee lovers Morpheus. 🕶️

[@authorified89]

​@@JesseCohen coffee Morpheus: you want to take the dark roasted commercial bean or the light roasted specialty bean?

[@offsideundo]

World class Steadycam, lighting cues and wireless teleprompter. As someone who worked in film and television for over 30 years, this piece is much beyond a fun gimmick. It's unimaginably difficult to pull this off and your team and you did it aparently flawlessly, resulting in an entertaining, informative work.

[@boulangerie5461]

What does a great KZbin video look like?

[@jmurray886]

As a demonstration of filmmaking technique and skill this is among the best I have seen

[@melindabarbi]

No teleprompter! BTS video just released

[@jamesd8458]

It is like the old Honda ad

[@jmurray886]

@@jamesd8458 Cog is probably my all-time favourite advert

[@ulricwhyte]

Absolutely wonderful video. Thank you James and all involved!!!!

[@simonhopkins4878]

Goodness me Jim, that is Hollywood-I have genuine tears in my eyes, which can’t be just the violins - seamless excellent production and writing expressing everything I have in my head about Coffee, and I’m so pleased the going to bed thinking about tomorrow’s coffee is as real for you as it is for me. Thanks Jim.

[@jjforcebreaker]

James, you're having way too much fun.

[@blackpete]

Wait, that's illegal..... Right?

[@ThirrinDiamond]

I demand more fun, more whimsy /lh

[@TotalTimoTime]

Leave some for the rest of us! >:(

[@mattseibert8588]

I dare anyone to watch this video then go back 7 years (I think it was that long) and watch the french press video. The quality of presentation, video, sound, editing, etc now is absolutely astonishing. James is the voice behind the content but, I'm sure he'd agree, the behind the scenes team that we don't see deserve just as much credit. Well done James Hoffmann and team. The way your content has morphed so quickly over the last 7 years is inspiring to many. Glad you've brought all 2M+ of us subscribers along on the journey 👏🏼

[@lgolem09l]

What do you mean, he did all this himself, he also played all the other people in this. He learned the cello just for this video.

[@mattseibert8588]

@@lgolem09l😂 oh yeah. What was I thinking.

[@bsodmike]

Indeed. This is next level. He had me with the barbershop quartet and the power tools. I didn’t expect his espresso grinding on a boat video though, or the bripe. He just keeps on making amazing content. True master at work. Kudos!!

[@terrylawrence4121]

@@lgolem09l 😄

[@FR-oz9px]

I’m literally sitting here, drinking a good cup of French press coffee made with the method he suggested back then. This day won’t get any better 😊.

[@TamagoYo]

I never thought I'll see Squidward in real life but here we are

[@GsusChrist12]

This is an INCREDIBLE video. one of the best descriptor videos ive ever seen and it works for wine too :) thanks for making this art.

[@patriciaschneider-zioga2500]

Can this video receive an award? It is brilliant. It is beautiful. It is informative. Describing its genius defies words.

[@hopegold883]

Streamies???

[@zanshibumi]

This is a real subject to explore. If there isn't an acady award for KZbin videos, I propose this one as candidate for the inauguration of the category.

[@trieuwerts]

Why is there vsauce in my James Hoffmann?

[@felio_]

I can hear him go "Hey Vsauce, Michael here. Coffee is just dirty bean water, but what is a bean..." or something as weird.

[@shiniy]

Caution: May contain traces of Vsauce.

[@bosstowndynamics5488]

​@@shiniyIn this context, Vsauce sounds like a shady new food additive lol

[@jammysmears4077]

In vsauce's dreams.

[@ikemeitz5287]

@@jammysmears4077 Give credit where credit's due, just about all educational content on youtube owes a lot to Vsauce.

[@arthurlugauskas]

beautifully made video, thank you James!

[@yshentu]

I was sooo looking forward to the bloopers and the behind-the-scenes part at the end. But no. James being James wants perfection and nothing more. But please can we just have it in a separate video?? That'll show us how crazily difficult to pull this off.

[@stirfryjedi]

James, you're a class act for not including ANY sponsor peppered in here. I hope this video becomes more successful than your French press video, the world needs to see it.

[@daanfluit9257]

This is the most insanely beautiful way I have ever heard someone describe coffee, truly next level cinematography and a well composed speech from the heart. Truly perfect!

[@Ankit-ui5gy]

Well said! Made me realize I have been brewing and drinking good coffee sometimes undermined by suspicion that I might not be. Tomorrow's cup will be more special.

[@michaeldimmitt2188]

The coffee always tastes better on the other side of tomorrow…

[@magdalenadomagaa9870]

Thank you for the unique mix of quality entertainment and education you bring. Being an educator myself I immensely appreciate the combination. I thoroughly enjoyed this one sipping my morning moka coffee - the taste of which has been boosted thanks to your videos. Teachers need coffee and they need good coffee.

[@gocaferoastery]

It's just so lovely. Thank you!

[@getshotstudio]

As a wine nerd, and a wine teacher I can tell you all that this video transcends coffee. You could take out every utterance of ‘coffee’ and replace it with ‘wine’ and it would still hold perfectly true. No doubt it could be said of all gastronomic experiences. A succinct masterclass. Bravo.

[@dalepellerin]

And micro-brews too

[@DrPepperone]

If you said all this about wine you would have to go to rehab for alcoholism, you winonce

[@jeremy144713]

@@DrPepperone😂😂😂 dang this killed me

[@brentwalker8596]

Yep, good call.

[@odl21]

You go to bed in anticipation of the wine you’ll have for breakfast? Oh dear!

[@austinjenkins5533]

Came for the info, stayed for the cinema. Priceless.

[@rbrb7360]

Came for the info, left when the dancers started, found myself in the comments instead. They never disappoint!

[@coffeebikemoviejoke]

Thank you for making this, James! Truly wonderful stuff.

[@Ant4gon1st]

This is not just a video about coffee. This is life advice, and boy, is it good. Thank you James for this wonderful short journey.

[@RLJIM]

The excitement of going to bed knowing you can make a coffee in the morning hit the nail on the head for me, that's when you know you are drinking great coffee. Also the happy sadness when a cup finishes

[@cs5250]

Knowing you can do legal drugs in the

[@derekw104]

​@@cs5250i love legal drugs

[@aexetan2769]

That captures the essence of truly enjoying coffee. It's not just about the caffeine, but the experience: the anticipation, the aroma, the ritual, and the moment of contentment with each sip. When your coffee brings you joy both before and after you drink it, you know you've found something special.

[@acompletespiral]

When you get that new bag and save the opening for the next morning...so nice

[@jimmyrrpage]

This needs an Emmy. Or a Grammy. Something. It deserve all the accolades. Just... brilliant.

[@michaeldimmitt2188]

Maybe a Yummy

[@ChyDank]

Maybe a Granny

[@michaelgraham6067]

Qualifies for an EGOT all in one video.

[@TheBRad704]

It deserves Something. Because I’m feeling feelings over a video about coffee.

[@kojimoto]

Or a coffee

[@MythagoWood]

What an amazing video, thank you Mr Hoffman!

[@nandomgu]

purely amazing. thanks for taking the time to compose this.

[@Luke-jo4to]

Bravo to every artist who aided in this production! 👏 ☕️

[@MrTimsfilms]

Agreed, this deserved a credits screen at the end

[@jggimi]

Wow. I am in awe and cannot believe that was a single camera single shot. Yet it must have been. My brain is saying, "Hey! I was watching that JH video! I want more!" There's a little bit of sadness now that it's over. In all sincerity, this was astonishing.

[@Shredder2898]

There is some very well hidden cuts. Just before 2:42 with the apples and oranges on the scale for example.

[@jggimi]

@@Shredder2898 My brain didn't notice any of them. This was, simply, spectacular cinematography.

[@jameshoffmann]

there's no cuts.

[@machieltogo]

Just.. thank you @james. As somebody chasing the perfect cup of coffee every single day I now feel less alone and better understood. 😅

[@SewlockHolmes]

​@@jameshoffmann The West Wing would be so proud, what an incredible walk and talk! Is the whole choreography filmed somewhere, perhaps from an aerial view? I'd love to see the magic of choreography and stage crew!

[@craigbryant9925]

Like a great cup of coffee, this production left me wanting more. This is getting saved to watch again and again. I'm quite comfortable saying that this is possibly the best thing I have watched on KZbin, at very least for this year.

[@CameronMarti]

Absolutely unreal, this is one of the best videos I've ever seen on KZbin. Amazing work, James and the team!

[@stevenc-m626]

This staging and editing is next level. Feels like this could be an OK Go video! Also brilliant analogies.

[@myopiczeal]

According to James, there is no editing. All in camera.

[@NatSparky]

@@myopiczeal I'd love for that to be true but at 6:01 in the video, the violinist kind of pops into existence. If you go frame by frame (using , and . on your keyboard) you can see the few frames where she fades in from a brightly-lit background. Without some kind of prop visibly being removed or the unveiling of a mirror or something to that effect, I don't think this kind of effect is achievable without either a green screen or combining two shots in post-production :(

[@Cetarum]

What an amazing production for this video

[@OddJob728]

Seriously

[@9jang]

Seriously

[@Marc42]

SRSLY

[@hshgf3410]

eriously

[@HandsomePuggg]

Seriously?

[@jolleyboy]

This is my favorite video of the year! Thank you for your time and effort.

[@CourtzSGD]

This was the most amazing video well done James!!!

[@SebastianDix-hk3os]

Hoffman is not just a barista who likes coffee and has a channel, he is an artist and a person who genuinely wants me to be satisfied, I think

[@jthomas100tube]

One 7-minute take. Bravo. No doubt that something like 7 months' work preceded it; every moment had to have been brainstormed, thought through, planned, revised and refined - not unlike the lengthy journey of a coffee bean from field to roaster to filter. The decision to explain an elusive concept not by staring at it directly but by looking just a degree or two away, in the way that looking just a bit away from a dim star makes it visible to the eye, is a masterstroke.

[@eTiMaGo]

When I saw James' social posts about this, then saw it was "just" a 7-minute video, I thought it would be underwhelming and avoided it for a couple of days. Boy how wrong I was :D

[@kushamerasinghe7581]

I’m speechless. What a beautiful work of art!

[@IanBradbury]

Such a wonderful video. Thank you, and thanks to the team.

[@pankace3296]

This one guy is making content with higher quality and production value than most stuff on TV. Absolute legend. James Hoffmann, you are one of the greatest youtube creators of all time and we are sincerely thankful.

[@willfowles3654]

I don’t think it’s “just one guy” to be fair.

[@tccandler]

Coffee is now performance art.

[@headbangingidiot]

[laughs in latte art]

[@ximono]

Wasn't it always performance art?

[@Sina-wt4xn]

What a performance James. Moving from sit in front of the camera type of videos to the stage of legendary content creation. So proud to be with you through this journey.

[@christiannordmark8056]

This is my first comment on any KZbin video ever. What a perfect production, performance and informative video! I'll go and have my perfect cup of coffee right now. Thank you for lots of learningful and interesting videos, keep up the good work!

[@johnlopez9154]

Someone has been attending film school on the sotto voce. Outstanding creativity, high production values, well scripted, and several nods to film classics. To my eyes the blank void white set is a tribute to the architect scene in the first matrix film. Bravo

[@CineMiamParis]

And that is why there are coffee KZbinrs and then there is James Hoffmann.

[@user-ew7hs5kj3t]

Magnificent. It wouldn't feel wrong to think of Hoffman as a great story teller that just happens to be into coffee. It's been a while since the last video of yours that was so moving and relatable "What No One Tells You About Learning To Taste". Please keep enjoying doing what you are doing.

[@_bmble_]

“Your preference is immune from criticism” will help me with other things than just finding great coffee

[@Koroto]

I NEED to know how this video was made, because man... this is the most buttery smooth "overthinking" type rabbit hole I have seen put to video.

[@LeeeHack]

+1 for a behind the scenes for this video (like we got with the coffee commercial), would be fun to learn how it was accomplished. Also I love how the violinist appears right from thin air at 6:02 ;)

[@arnienz1962]

Just good directorship with cuts at the right time to make you think it's a single take :)

[@mrtspence]

A British Man in a sweater talking about coffee in excruciating detail from the great white beyond. Some great content.

[@-Devy-]

"talking about coffee in excruciating detail" What video were you watching? It clearly wasn't this one. Almost the whole thing was abstract musings.

[@mrtspence]

@@-Devy- My friend, he spent over 5 minutes just talking about coffee. For a normie, that's a lot of detail lol

[@911porschephile5]

Wow, was that one take!? No cutaways! That was marvelous! Yes, I too go to bed excited to wake up to making coffee in the morning for my wife and myself. Best way to start the day. Well done, masterful video once again with great analogies! Fun new spin! You are an artist!

[@Becinroom101]

This is the most funny, most creative, most brilliant thing I’ve watched on yubtub in literally years.

[@ursidaegames7605]

After watching this, I now want James to narrate the Stanley Parable

[@zacharyboisson7965]

I'm not certain why but James Hoffman getting into a single bed with a slim lamp beside him seemed incredibly fitting. Awesome video and great production.

[@nellien4802]

With the diner scene I truly expected him to say "That's a Damn Fine cup of of coffee". This is amazing and so well done.

[@haohanwang2476]

I see a fellow person of culture :)

[@mrverbeck1]

That was wonderful! Thank you.

[@DrDildus]

Nice to see James bidding for a short film Oscar nom!

[@robertherz5820]

Agree - how do we get him nominated? 🤔

[@lkj974]

@@robertherz5820 do what everyone else does, buy ads in the cinema trade magazines. If trade magazines exist anymore.

[@nicksutton6373]

Ask Brad 🤣

[@MelindaGreen]

I'm sure there's a purpose. Just no idea what yet.

[@vigilantcosmicpenguin8721]

I bet we could all pitch in for a "for your consideration" billboard.

[@Walaby50]

This is so got damn good! The explenation and the production quality! I really wanna see a BTS video of this! A wide shot that covers the whole Studio.

[@jameshoffmann]

Coming next week!

[@SewlockHolmes]

​@@jameshoffmannMy dreams are coming true!

[@EvenTheDogAgrees]

@@jameshoffmann And the trailer? When's that gonna drop? 😂

[@SamsaSpoon]

Plot twist: This was the trailer. ​@@EvenTheDogAgrees

[@thickandthinking]

Maybe this is the trailer? ​@@EvenTheDogAgrees

[@smegj0r]

I love this so much, thanks for the enormous effort that went into the video!!

[@DaanVerhoeven]

what a delightful poem of a video! Crisp and clear and tart and sweet

[@turkysanwtch]

Gosh I miss Hames Joffmann, he'd have a field day with this. Excellent video.

[@WIllTheMackem]

He's been back for about a week now!

[@_mickmccarthy]

He's technically back (well, no longer blocked), so fingers crossed!

[@benjamindbailey]

New Lore: James is the Santa Claus of the coffee world, receiving a large bag of letters from his followers, sitting next to a roaring fire, and giving out gifts to the lucky children of the world.

[@michaelfung4285]

And he gives burnt coffee beans to bad children

[@nemi-ru5318]

-to the lucky children of the world- *to the tired adults who desperately need caffeine*

[@paulblaauw]

Is he sipping bourbon for ten hours, like Nick Offerman?

[@MarketingGuy]

You forgot to mention his Bripe.

[@sihamulan68]

That was awesome! A pleasure to watch, and the dialogue so relatable to any coffee lover. well done!

[@tyoung7528]

What a truly wonderful essay on our favorite beverage. I make an Americano for my wife every morning; she is always sad…when the cup is empty; she goes to bed dreaming of (among other things) the next morning’s espresso-Now ain’t that a coincidence? Thanks Mr Hoffman! Brew in Beauty!

[@wezz27]

I need a behind the scenes for this video. Absolutely fantastic work. BRAVO~!

[@engineering8336]

Seconded that! You'll notice in the credits there is a BTS Videographer credited, so I am sure they are currently busy on a BTS video ! 🤞fingers crossed!

[@lucg4767]

absolutely blown away by the cinematography of a "simple" youtube video. what a synphony.

[@borbetomagus]

You might also enjoy Honda's 2003 commercial 'Cog'. Hopefully James has a follow up video and what inspired it.

[@freeetooplayy]

This is one of the greatest pieces of art on KZbin I have seen recently. Possibly ever.

[@frazerash666]

That was quite possibly the best KZbin video I have ever seen, what an amazing way with words. 👏🏻 BRAVO 👏🏻

[@fernandocardenaspiepereit4097]

Written & Directed by James Hoffmann - wow - this is a huge step up in quality. I was absolutely captivated the whole time!

[@loganpulsifer2649]

This might be the very best James Hoffman video ever made. Thank you for putting the words to what I’ve been trying to tell my friends for so many years. Brilliant.

[@constantinedinocopses6806]

Love this so much. I, too, go to bed and often say that I am axious to wake up so that I can make espresso to start my day! So grateful for all you do to help us make and enjoy better coffee.

[@familyfun9189]

That was a perfect blend of good writing, narration, and directoral choices. Also, i liked the message of respect for individual taste preferences. Well done sir! You have jumped to a new level.

[@SebastianCristanchoYT]

Stop it right freaking now you are amazing what a phenomenal video! The planning this required, the one take, the lighting, the steadicam work, and your brilliant insight into coffee… this question you’re aiming to answer haunts me! Clearly like many others. What an honour and enjoy to live in this era of coffee with people like you pushing limits and having so much fun while you’re at it!

[@lukasassmann]

This is a question i have so often. And I regularly think to myself „i would love to spend an afternoon with James Hoffmann, talking about and drinking coffee he made“ to get a reference for what is considered really great coffee. And i think this is the closest one can get to this experience through a video. Thank you so much, James! Great video in every way, kudos to you and the whole team that made it possible!

[@Kevinhearts]

This video felt beautiful, thank you.

[@canen2031]

Wonderful! I love this creation of art! thx James!

[@kemuelwong103]

I’m a choir/orchestra conductor and I been telling people the connection of music elements (like pitch, rhythm, articulation, dynamics) and coffee elements (aroma, flavour, acidity, sweetness, mouthfeel) in the past few months. I’m so happy to hear James talk about it here. Great balance and blend of all elements gives the overall impression of sound/cup quality. Off balance and blend makes certain elements too much at the forefront and either is detracting or even unpleasant. I hope this catches on more helping people appreciate specialty coffee the way it was intended and for professionals in all parts of the coffee chain to understand how to “tune” the elements to bring about harmonious blend and balance in a stable high quality memorable cup. ❤

[@ElvenSpellmaker]

_"James is getting a bit pretentious in this way of explaining, I'd half expect interpretive dance nex-"_ *dancers appear* LOL, never change James. XD

[@developingtank]

You went so in on this video. Absolutely love to see this level of detail and craft on KZbin and when it’s about a subject so near and dear to our hearts as coffee… it’s that much better.

[@Gunther3000]

Incredible video, thanks James !

[@jbobtorrey]

By far among creators, you have an attention to detail, precision, finesse, lack of heavy handedness, patience, quiet and gentleness that, among many many other qualities that I value in your videos, I truly love, and which are sorely lacking in most mainstream garbage that is popular on media feeds nowadays. I appreciate you and your content James and it's been a treat to watch your production quality grow and grow over time. Keep doing what your doing, and thanks for helping me explore coffee!

[@TheWhiteDragon3]

A masterclass of how to answer a question without actually answering the question while also telling us everything we want to know.

[@asher8085]

Something about the way this video is filmed, the abstract cinematography of it all, combined with the tone of James’s voice and the way he uses metaphor and emotion to connect the dots between coffee and everyday life, genuinely almost had me tearing up. I’ve never had such a seemingly simple video like this evoke such a strong response out of me. Amazing work, James.

[@jakegoulas1314]

What an amazing video! It crazy to see this level of production being posted on KZbin.