“Starbucks Studios advances our mission to nurture the limitless possibilities of human connection,” said Christy Cain, vp of brand and partnerships marketing, in a statement. “We’re honored to have the opportunity to shine a light on the stories and people who inspire us, from young, emerging artists to innovators, changemakers and others who are making a positive impact on the world.”

It’s not the first time Starbucks has played in the entertainment industry. In 2016, Starbucks released Upstanders, a two-season original series. In 2019, on the 25th anniversary of the Rwandan genocide, Starbucks released Hingakawa, an original documentary that focused on two women drawn together by their shared love of coffee. The brand was also involved in the six-part documentary series This Is Football, about the sport’s power to influence and rebuild communities.

Sugar, who produced the Oscar-winning film Spotlight, works across the film and marketing industries and specializes in connecting Hollywood figures with brands interested in funding or co-producing branded entertainment, which can include feature-length films.

In May, Sugar debuted The Way Upfronts, a new TV upfront event that connects Hollywood and brand marketers. There, actors including Scarlett Johansson, John Legend and Mark Wahlberg pitched projects to marketers that represented more than 100 brands. Those presenting hoped to partner with and solicit funding from those in the audience.