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Keurig and Hugh Jackman were partnering to launch his fair-trade coffee nationwide. So, we checked our Wolverine worship and listened as Hugh told us about his journey to Ethiopia, meeting a young coffee farmer and promising to share his coffee and inspirational story with the world. The result? A journey brought to life through a production design that uses a handmade aesthetic as crafted as the coffee itself. And powering it all, Hugh Jackman’s charm, wonder and infectious personality.