WEirdo Content for a Brand on the Rise
From 2017-2019 my team at ISL took Twisted Tea’s digital content and advertising from rote to ridiculous and brought our fans along cheering for the ride. From splash-happy product shots to campy infographic commercial parody, our work brought Twisted Tea’s fun side out to play.
Be A Little Twisted
To channel the energy of Twisted Tea’s motorcycle-rallying super fans, we took an inspirational journey down to Daytona Beach’s Biketoberfest. Came home fired up and developed some rip-roaring creative packed with badass vibes, liquid refreshment, and can-crushing attitude.
A stellar team and groovy clients made for a super chill day of shooting tea and crushing cans.
ISL AGENCY | Zack Goodwin ECD | Emily Lucas ACCOUNT + PROJECT MANAGEMENT | MIKE O’BRIEN CREATIVE DIRECTION | Maggie Gaudaen Associate Creative DIrector | Haeun Ro ART DIRECTION | BEcky Nissel COPYWRITING | Nathan Colby Cinematography + Video Production | Stephen Han Editing Support | Evan Luzi Assistant Camera | NatAlie Broomfield BTS PHOTOGRAPHY
As Seen on Tea-V
Our weirdest campaign. An infomercial parody series to convince Americans across America that Great Things Happen when they Party With Tea.
We cast host of Man vs Food, Casey Webb to play our Billie Mays-inspired host and flashed on campy graphics, transforming beer-based bummer hangouts into fully energized backyard parties!
Folks sharing photos and tagging #PartyWithTea put themselves in the running for weekly chill prizes to enhance their 4th of July weekends.
The campaign amped up our community May through June and earned Twisted Tea it strongest July 4th sales to date!
I gave a presentation about pitching this project. Check out the deck!
Some behind-the-scenes of the production. We shot our infomercial scenes at Gallaudet University’s on-campus television studio and our green screen shots in Brooklyn with Casey Webb and an inflatable air dancer. I directed both shoots with a stellar crew of ISL colleagues and contract professionals.
ISL AGENCY | DJ SAUL CEO | Ben Abraham ACCOUNT + PROJECT MANAGEMENT | MIKE O’BRIEN CREATIVE DIRECTION | Haeun Ro ART DIRECTION + Design | BEcky Nissel COPYWRITING | Nathan Colby Cinematography + Video Production | Scott Ostroff Editing + Sound Support | LAUREN EVERETT PRODUCTION | Dave Mikutsky Lighting & Electrical | Humdinger Production Design + Fabrication | Casey Webb Hype
#TwistedTailgate Backyard Highlights
We used sports broadcasting playback tropes to celebrate moments of greatness at any backyard cookout hang session. A part of our effort to expand relatability for Twisted Tea beyond the parking lot tailgate and give it some of those suburban Americana vibes.
Ben Abraham ACCOUNT + PROJECT MANAGEMENT | MIKE O’BRIEN CREATIVE DIRECTION | Bryn Dunbar ART DIRECTION + Design | BEcky Nissel COPYWRITING | Sammy Yoon + Vinh Le Cinematography + Video Production | Taylor James PRODUCTION
#TwistedHacks
We built a mess of non-sensical hi-speed how-tos to celebrate the ingenuity of tea-drinking NASCAR tailgaters.
Evan Rubin ACCOUNT + PROJECT MANAGEMENT | MIKE O’BRIEN CREATIVE DIRECTION | Paul Dunbar ART DIRECTION + Design | Spencer Joynt Art Support | Matt Tanski + Nick Kinni Cinematography + Video Production | Caryn Tayeh PRODUCTION
GIPHY Stickers for Instagram Stories + Beyond
