PURE LEAF ICED TEA

ROLE: Director & EDITOR

CLIENT: PURE LEAF | PEPSI

PROD.COMPANY: FOCUS FRAME

AGENCY: EDELMAN

ABOUT: 90 SECOND AND 30 SECOND CUTDOWN FOR PURE LEAF ICED TEA CAMPAIGN. IN THIS SOCIAL EXPERIMENT TAKING PLACE WITH REAL NEW YORKERS, WE FABRICATED A CUSTOM DESIGN “TEA BREAK” MACHINE THAT LOCKED PEOPLE’S PHONES AWAY FOR 10 MINUTES TO TRY AND GET THEM TO TAKE A REAL, REVITALIZING BREAK IN THE MIDDLE OF THEIR BUSY DAY. it worked!