POMUS

LIPTON CHAI TEA LATTE

by EDİZ ANAVİ | 2D Animation

credits

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.

  • Director Ediz Anavi
  • Producer Veysel Değertekin
  • Director Of Photography Doğan Sarıgüzel
  • Art Department Kabuk Studio
  • Client Lipton Türkiye
  • Post Production Company İmaj
  • Sound Design Ogün Kayıkçı & İzel Baybars
  • Cast Bayram Bazarov, Melida Mustafic
  • Production Team Leader Osman Merter Salar
  • Animator Ozan Akman - Aniverse
  • Assistant Director Beyza Hüner
  • Food Stylist Ahu Ulusoy
  • Production Team Kadir Gültekin, Umut Daş
  • Set Set 54
  • Styling Çağatay Görgen
  • Hair & Makeup Sezgin Mılık
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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.

ANIMATIC

"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