Lipton wanted to shoot a commercial to launch their new product, Chai Tea Latte. Our task was to explain a product – falling between coffee and tea – of a brand identified with tea, to the consumer in an exciting way.
First, we wanted to be sure of the content and to translate it into words in a way that would arouse curiosity. We decided that the most effective way to do this was to use the hashtag #ŞaşırtanChai (#ConfusingChai), which directly corresponds to the message we wanted to deliver. We wanted the audience to keep harping on about the voice-over.
We started to build the film around this hashtag. By revisiting Lipton’s past projects, we sought to develop a language that was both new and familiar to the brand. In terms of form, we chose to describe the colorful world of Chai Tea Latte by using live-action and animation together.
"In a movie where you use 2D, 3D, live action, and stop-motion techniques altogether, one of the most challenging things is to ensure that the format does not get ahead of the message."
- Ediz Anavi
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